Securing the safe use of
Liquid Laundry Detergent Capsules
in Europe
“KEEP CAPS FROM KIDS”
EUROPEAN DIGITAL COMMUNICATION CAMPAIGN
OCTOBER 2015
TABLE OF CONTENTS
PART I
Regulatory Context & A.I.S.E. Product Stewardship
Programme (PSP)
PART II
Safe Use Communication Requirements for Brands (as part
of the PSP)
PART III
Keep Caps From Kids Education Campaign
PART IV
Awareness & Amplification Examples
PART I
Regulatory Context & A.I.S.E. Product Stewardship Programme (PSP)
A.I.S.E. Product Stewardship Programme
March 2015, voluntary initiative introduced a new A.I.S.E. Product Stewardship Programme
(PSP 2015)
• Scope:
- open to all companies placing products on European market (manufacturers and
retailers, A.I.S.E. members and non-members)
- all liquid-containing detergent capsules (“LDC”) : includes liquid detergent
capsules as well as non-hazardous liquid laundry detergent capsules
• Aim: securing safe use and storage
• Commitments on 3 pillars:
• Product / Packaging improvements
• Reduced visibility of capsules through the packaging
• Prevent Liquid Detergent Capsules from bursting when gripped by children
• Consumer information (on-pack, consumer education campaigns)
• PCC engagement
A.I.S.E. Product Stewardship Programme
At the end of 2012, voluntary initiative introduced the A.I.S.E. Product Stewardship Programme (PSP 2012)
• Scope: all liquid laundry detergent and laundry additive capsules open to all companies placing products on European market (manufacturers and retailers, A.I.S.E. members and non-members)
• Aim: securing safe use and storage
• Commitments on 3 pillars:
• Packaging improvements (limiting visibility and access)*
• Consumer information (on-pack*, consumer education campaigns)
• Engagement with PCCs (composition sharing, incident monitoring and accidentology about circumstances of incidents)
All major companies committed to the PSP since 2013
Most measures* adopted under CLP Regulation (amendment end 2014, for implementation by 1 June 2015) (+ mechanical resistant test and bittering agent)
Liquid Laundry Detergent Capsules
Product attributes
- 10 years on the market, but new in several countries
- Convenient for consumers (easy and correct dosing)
- Sustainability benefits : optimal use of resources & packaging,
reduction on transport-related emissions
- Increasing demand for these products
Whilst liquid laundry detergent capsules are safe when used and
stored as instructed, it is important to:
- store them in a safe place before and after use
- and always keep them out of reach of children
A large majority of the sector implemented
voluntary packaging modifications by mid-2013
Reduced visibility of the capsules:
opaque, obscure, or equivalent packaging
Impeding child access: improved closures
●
‘Accidentology’ – work with Poison Control Centers
Accidentology Study
• PCCs + A.I.S.E.
• 6 months (Q4 14- Q1 15) ; 5 countries (IRL, NL, DE, CZ, IT)
• Detailed follow-up on circumstances
• >400 cases (Laundry + ADW)
• UK not included (PCC cannot be contacted by general
public)
Assessment & report being finalized (end October)
Project continues in 2016, managed by EU Commission
Poison Control Centre Data (March 2015)
demonstrate overall reduction of incidents
PART II
Safe Use Communication Requirements for Brands (as part of the PSP)
Safe Use Information on pack (since Dec ‘12)
Icons
Patch
Mandatory Safe Use measures on all brand
communication channels (April 2014)
Agreement from industry/A.I.S.E. to:
Display a mandatory safety message on each of the product brand ads
or communications (TV, radio, digital, print/billboards)
Execution: April/May 2014 onwards
Applicable to all PSP signatories, all PSP geographical scope (Europe)
Mandatory sentence: ” Always keep away from children” or
“Always keep [BRAND NAME] away from children”
Mandatory icon: A.I.S.E. “Keep away from children” visual =>
Mandatory Safe Use measures on brand
communication channels
Examples of implementation in print, online (brand website)
& on TV (mandatory disclaimer)
PART III
Keep Caps From Kids Education Campaign
Objective – Digital Education Campaign
• Significantly and quickly decrease number of incidents
linked to liquid laundry detergent capsules across EU
• Through a digital education campaign targeting parents
and caregivers
• Pan-European : EU 28 + 4
Target group of campaign:
• Parents of young children
• All caregivers
Tone:
• Educational
• Positive
Campaign tag line / Call to Action:
« Keep Caps From Kids »
Campaign signature :
An initiative from the detergent industry to promote the safe use
of liquid laundry detergent capsules in Europe
Tactics - Digital Education Campaign
Multi-
lingual
consumer
WEBSITE
&
« Cute
Explorers »
VIDEO
Digital Education Campaign: Portal
www.keepcapsfromkids.eu
Digital Education Campaign: Twitter
@KCFK_Campaign
18
Keep Caps From Kids – Project Outline
• Stand alone project • Financed by LLDC companies & sponsors • Initially 1 year project/campaign: July 2014- July 2015 • Campaign Extension: July 2015-August 2016
• Led by A.I.S.E. and its network of National Associations
Open to partners to amplify the message.
2 types of partnership:
• Campaign Partner/Sponsor (Detergent Companies) or Supplier [Minimal Fee]
• Campaign Partner/Retailer or Institutional Organisation [No Fee] (e.g. EU/National Authorities, Ministries of Health, Poison Control Centers, NGOs) (Updated Project Description available here: https://www.aise.eu/our-activities/product-stewardship-programmes/liquid-detergent-capsules/keep-caps-from-kids---consumer-education-campaign.aspx)
Partners of Keep Caps From Kids (October 2015)
PART IV
Awareness & Amplification Examples
●
• A.I.S.E. Consumer Habits Survey 2014/2015: Awareness of ‘Keep Out
of Reach of Children’ icon increased compared to 2011
• Digital education campaign results (fall 2014):
• 260 million impressions
• 97 million unique users
• 10000 viewers of video on YouTube
In all EU countries
• Excellent reach & « Click-Through-Rate » vs comparable campaigns
Achievements
How Campaign Partners Spread The Word: HENKEL
How Campaign Partners Spread The Word: P&G
How Campaign Partners Spread The Word: UNILEVER
How Campaign Partners Spread The Word: McBride
How Campaign Partners Spread The Word:
European Child Safety Alliance
How Campaign Partners Spread The Word: Lithuania
28
How Campaign Partners Spread The Word: Poland
How Campaign Partners Spread The Word: UK
Conclusion
• In addition to technical measures, consumer education is key to
secure the safe use of this (new) type of product
• The detergent industry is committed to promoting safe use with
various measures, all based on this pan-European portal
• Partnership is open to Ministries, PCCs, NGOs, retailers et al • HELP SPREAD THE WORD, JOIN THE CAMPAIGN TODAY!
• A.I.S.E. and its network of National Associations are available for
dialogue to further reach out to EU consumers in the best way
possible
• Consumer portal: www.keepcapsfromkids.eu
• Twitter account: @KCFK_Campaign
• Stakeholder information/background: http://www.aise.eu/our-activities/product-stewardship-programmes/keep-caps-from-kids---consumer-education-campaign.aspx
• PSP Progress report: https://www.aise.eu/documents/document/20150611171430-psp_status_update_9_june_2015.pdf
• List of A.I.S.E. members in Europe: http://www.aise.eu/about-aise/members-list.aspx
Contact at A.I.S.E.
Valérie Séjourné, Ellen Heinrich
Director, Sustainability & Communications Communications Manager
[email protected] [email protected]
Background Information & Contacts