Helping a multinational furniture company develop and implement a new safety campaign to raise awareness around its products and re-earn trust among consumers.
A multinational furniture retail company took the initiative to help reduce the number of tip-over accidents by raising awareness of the need to secure furniture to the wall. Although the retail company had included tip-over restraints with its furniture and assembly instructions, the company felt it could do more to prevent such accidents.
The furniture retail company worked with the CPSC on the tip-over issue due to numerous reports of injuries and even deaths related to chest of drawers. Following reports of the death a seventh child involving a dresser, the company voluntarily launched one of the largest recalls in history.
With APCO’s support, the company launched a media blitz, with media engagement efforts resulting in widespread print and digital coverage.
The company’s president appeared on numerous top tier broadcast outlets via satellite. APCO produced broadcast, print and digital ads and managed a nationwide ad campaign promoting the recall message, in additional to social media engagement, in-store signage and videos and information on the company website. The company also reached out to key stakeholders, including safety groups, regulators and Members of Congress to ensure they were aware of the company’s efforts.
In addition to the recall, the company was also being sued by several of the impacted families. Like much of APCO’s crisis-related work, APCO’s crisis response involved close coordination with the company’s outside counsel.
The communication efforts around the tip-over safety campaign and recall were enormously successful and resulted in hundreds of million media impressions, widespread social media engagements, and millions of products returned or repaired. In addition, it improved the relationship between the company and the CPSC and other stakeholders.