Project Description


Play Safe Keep Safe Campaign (An industry award finalist)

To underline its corporate safety commitment, Warburtons briefed Souters to develop a safety-led community initiative that upheld its values of family, care and quality.

Souter PR focused on child safety – resonant with families, which is a key target audience for the brand – to develop a safety education initiative. It was essential that it was of direct benefit of children across its North West trading areas – enabling Warburtons personnel to become involved in their local communities by increasing awareness of safety issues.

Working in collaboration with the Children’s Safety Education Foundation (CSEF), Souter PR identified the opportunity to sponsor the teaching publication ‘Play Stay Keep Safe’. Aimed at 7 to 11 year-olds, it covered all aspects of child safety – including spotting potential dangers at home to making 999 calls to bullying and drugs awareness.

The booklets featured a message from Warburtons’ Chairman Jonathan Warburton and a website-linked food safety competition to win prizes.

Souter PR identified 33 target towns across the North West that were renowned for their community safety issues. We then worked with individual school head teachers to coordinate supporting presentations by Warburtons and photo calls with local media.

Over 1000 children in 33 schools received their personal copy of the safety booklet and 10,000 children and teachers were aware that their school was benefiting from the Warburtons and CSEF initiative.

As a result, 23 local newspapers covered the campaign.