Securing the safe use of Liquid Laundry Detergent Capsulesin Europe

“KEEP CAPS FROM KIDS”

EUROPEAN DIGITAL COMMUNICATION CAMPAIGN

OCTOBER 2015

TABLE OF CONTENTS PART IRegulatory Context & A.I.S.E. Product Stewardship Programme (PSP)

PART IISafe Use Communication Requirements for Brands (as part of the PSP)

PART IIIKeep Caps From Kids Education Campaign

PART IVAwareness & Amplification Examples

PART I

Regulatory Context & A.I.S.E. Product Stewardship Programme (PSP)

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.I.S.E. Product Stewardship Programme& CLP amendment

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)

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 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

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‘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

&« CuteExplorers »VIDEO

Digital Education Campaign: Portal www.keepcapsfromkids.eu

Digital Education Campaign: Twitter @KCFK_Campaign

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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 partnerships:

• Campaign Partner/Sponsor for Detergent Companies or Supplier [with 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

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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 Managervalerie.sejourne@aise.eu ellen.heinrich@aise.eu

Background Information & Contacts