Securing the safe use of

Liquid Laundry Detergent Capsules

in Europe

“KEEP CAPS FROM KIDS”

EUROPEAN DIGITAL COMMUNICATION CAMPAIGN

OCTOBER 2015

TABLE OF CONTENTS

PART I

Regulatory Context & A.I.S.E. Product Stewardship

Programme (PSP)

PART II

Safe Use Communication Requirements for Brands (as part

of the PSP)

PART III

Keep Caps From Kids Education Campaign

PART IV

Awareness & Amplification Examples

PART I

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

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.I.S.E. Product Stewardship Programme

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)

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 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

●

‘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

&

« Cute

Explorers »

VIDEO

Digital Education Campaign: Portal

www.keepcapsfromkids.eu

Digital Education Campaign: Twitter

@KCFK_Campaign

18

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 partnership:

• Campaign Partner/Sponsor (Detergent Companies) or Supplier [Minimal 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

28

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 Manager

valerie.sejourne@aise.eu ellen.heinrich@aise.eu

Background Information & Contacts