Eight in ten of us do everyday tasks on autopilot, but new 'Autopilot Britain' research for Child Safety Week found only 26% of parents automatically store cleaning products out of reach and 21% automatically strap their child into a highchair. For Child Accident Prevention Trust, we built a broadcast PR campaign urging families to take a second look for safety, so that preventing accidents becomes second nature. We put the charity's chief executive and a parenting psychologist on air across a radio day of interviews. The campaign secured 19 items of radio coverage reaching 4.7 million listeners, including Sky News Radio and BBC Radio Devon.
Child Accident Prevention Trust wanted to raise awareness of Child Safety Week and the charity, and encourage parents to take a second look for safety.
The message
Child Safety Week is the charity's annual flagship campaign. It urges families to take a second look for safety so that preventing accidents becomes second nature, empowering parents rather than lecturing them.
The angle
New 'Autopilot Britain' research for Child Safety Week found eight in ten people do everyday tasks on autopilot, yet only 26% of parents automatically store cleaning products out of reach and 21% automatically strap their child into a highchair.
On air
The charity's chief executive and a parenting psychologist
The result
19 items of coverage reaching 4.7 million, including Sky News Radio, BBC Scotland, BBC Radio Devon.
More campaigns for Child Accident Prevention Trust
Child Accident Prevention Trust has come back to Relations Group for other broadcast PR campaigns:
An annual campaign run by the Child Accident Prevention Trust, the UK charity working to reduce accidents to children. It gives families, schools, health visitors and community groups practical advice on preventing serious injuries. The 2026 week ran from 1 to 7 June. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Child Safety Week for 2027?
Child Safety Week next runs from Monday 7 to Sunday 13 June 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
