The JPMA Story

14 October 2020
Topic(s)
Client Stories

When Safety is Everything

JPMA’s consumer awareness initiative focused on keeping babies safe

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 all of those involved with a baby: those expecting their first baby, grandparents, caretakers, and more, and has made its mark on expanding the conversation and awareness around preventable injuries.

The Start of Baby Safety Month

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 it presence to help consumers. “Preventable injuries are the leading cause of death of children younger than four years old in the United States,” says Amy Chezem, JPMA marketing associate. “Safety has always 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 their babies safe.”

The initiative started in 1983 when JPMA initiated 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. 

Expanding the Reach of Baby Safety Month

As part of its effort to expand the reach of Baby Safety Month and baby safety awareness, JPMA provides allies in its quest for safety 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 that are particularly dedicated to baby safety can become Baby Safety Ambassadors, declaring their commitment to increasing awareness of what caregivers can do to keep babies safe. In addition, being 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. 

In return, JPMA shares ambassadors’ logos on their website and promote their participation as Baby Safety Month ambassadors. This has resulted in more than 100-member companies spreading the word about Baby Safety Month and important safety messages to their parent community.

Baby Safety Ambassadors include the National Highway Traffic Safety Administration, 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,” Chezem 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 consumer facing initiatives. “We use our ‘voice’ on consumer-facing initiatives such as Baby Safety Month, a product certification program, and consumer events,” Chezem said. “JPMA is the industry’s answer to all things juvenile. As such, JPMA is dedicated to educating consumers, manufacturers, and retailers on the importance of keeping baby safe and comfortable.”

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