Solution

Kellen launched a comprehensive public education campaign incorporating manufacturer and retailer partnerships, editorial coverage, national spokespersons, social media promotion, a national television public service announcement, the establishment of Window Covering Safety Month®, and public safety awareness of the potential hazards of corded window coverings. Kellen also utilized influencers to disseminate safety messages to new parents to adapt to shifting online behaviors. Further, Kellen helped market a major new initiative to drive purchases of appropriate window covering products for homes with small children, including retail integration to help consumers identify products marked with the Best for Kids® certification. In addition, Kellen coordinated and launched an awareness campaign to educate consumers and manufacturers about historic new U.S. safety standards which require all stock products to be cordless or have inaccessible cords, reducing the number of corded window coverings in the U.S. market.