October 14, 2020

The Juvenile Products Manufacturers Association (JPMA) has a vested interest in baby safety — families live their lives in JPMA members’ products. In an effort to take the safety conversation beyond their products and promote safety in all aspects of caring for babies, JPMA launched a consumer awareness initiative: Baby Safety Month. Observed every September, the initiative educates new and expectant parents, and has made its mark on expanding the conversation and awareness around preventable injuries.


JPMA members’ products range from prenatal and infant care to baby gear like car seats and nursery items. While JPMA is a trade organization whose efforts are primarily focused on industry stakeholders, JPMA uses its presence to help consumers. “Preventable injuries are the leading cause of death of children younger than four years old in the United States,” says Kelly Mariotti, Executive Director, JPMA. “Safety has always been and continues to be at the forefront for the association and its members. Naturally, JPMA is motivated to help educate consumers about the safety of juvenile products and keeping babies safe.”

The initiative started in 1983 when JPMA launched Expectant Mother’s Day. In 1986 it was expanded to a weeklong celebration until 1991, when JPMA sponsored the first Baby Safety Awareness Month. Since then, every September has been designated as Baby Safety Month.


As part of its effort to expand the reach of Baby Safety Month and baby safety awareness, JPMA provides members with a digital toolkit. This toolkit allows companies participating in the initiative to develop their own customized social media campaigns with a social media guide, ready-to-go social images, email examples, safety tips, videos, and template press releases.

Companies become Baby Safety Ambassadors, declaring their commitment to increasing awareness of what caregivers can do to keep babies safe. An ambassador allows them to add the Baby Safety Month logo to their website, sharing one social post throughout the month, and encouraging civic engagement.

Anyone can become an ambassador by adding the Baby Safety Month logo to their website, sharing one social post throughout the month, and encouraging civic engagement. Baby Safety Month Ambassadors include retailers, hospitals, influencers, and other industry stakeholders.

While JPMA’s target audience—parents and caregivers— is continually evolving, Baby Safety Month has spread a message of safety that has educated families and protected the most vulnerable population and reached millions.

“Baby Safety Month has provided a credible voice in the industry,” Mariotti said. “This dedication put forth during this month-long campaign among all industry stakeholders drives a strong, collective, industry presence.”

Baby Safety Month is just one of JPMA’s many initiatives. “As the voice of the industry on quality and safety for baby and children’s products JPMA advocates for safety through product certification programs and legislative and regulatory involvement,” said Mariotti. “We also support a broad and diverse membership through member-only programming and industry promotion and act as a comprehensive source for baby product information and education for parents.”

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