Sponsor Child Safety Week

Child Safety Week is the Child Accident Prevention Trust’s flagship community engagement campaign. It helps to protect children from harm without finger-wagging at parents or wrapping kids in cotton wool – it’s fun, it’s engaging and it gets results. In 2015, among parents and carers who attended a Child Safety Week activity or event:

  • 87% reported that they had learnt something new.
  • 90% reported they would be doing something differently.

450,000 people UK-wide attended local activities and events. we distributed 5,800 printed action packs to local organisers and 3,600 signed up for extra downloadable resources. There were 44,665 unique visits to the Child Safety Week website and 30,000 downloads.

We offer a range of corporate partnership opportunities. Our tailored sponsorship packages can support your business objectives through brand and product awareness raising, co-created content for consumer and professional markets, and interactive activities and experiences. Contact Bonnie Clayton to find out more.

Interactive, experiential local activities and events

Child Safety Week is interactive and experiential. The website and campaign resources make it easy for our local organisers to run engaging activities where families can learn about safety while having fun. Last year, we reached over 450,000 people UK-wide through local Child Safety Week activities and events.

We work hand in hand with our sponsors to develop jointly beneficial activity ideas, including branded competitions and events. For example, during the Bitrex® Taste Test parents sample the bitterest substance on earth and learn how to protect children from harm. This was supported by a photo competition on Twitter and Facebook, and calls to sign a petition.

“Many parents were unaware that you could get products containing bittering agents. Tasting the effectiveness for themselves will have many looking out for the Bitrex® symbol when they shop.”

Our competitions, activities and events are a great way for consumers to engage with your brand. We also offer opportunities for product sampling – either during events or as competition prizes – and for hosting Child Safety Week events in-store to help drive footfall.

Co-created content

We work closely with our sponsors to develop co-created content for consumer and professional audiences. This can include:

  • Co-branded downloadable fact sheets, top tips, activity sheets and lesson plans.
  • Audio and video content.
  • Dedicated e-shots to a minimum of 3,000 Child Safety Week local organisers.
  • Articles in our monthly e-bulletin, with active links to your website, sent to our network of over 13,000 professional stakeholders, with legacy content on the main Child Accident Prevention Trust website. See this article for Mercedes-Benz Retail Group.
  • Blogs, interviews and articles for your company’s website and e-bulletin, as well as content for third party sites reaching consumer, professional or trade contacts.
  • Messaging for Twitter and Facebook, plus an agreed number of retweets. Our Child Safety Week Twitter account has over 3,500 followers.
  • An email from the charity’s Chief Executive to your company’s VIP clients.
  • A quote from the charity’s Chief Executive for your company’s news release.

Website and campaign resources

There were 44,665 unique visits to the Child Safety Week website in the run-up to and during Child Safety Week 2014, and 30,000 downloads. Our sponsors can benefit from:

  • Branding on the home page of the Child Safety Week website. This includes an active link to your company’s website to drive traffic to your products and services, plus links to your company’s Twitter account and Facebook page to drive engagement.
  • A dedicated page on the Child Safety Week site – see, for example, the Bitrex® Taste Test page.
  • Branding in the Child Safety Week action pack and poster.
  • Use of the official Child Safety Week supporter logo for your sales and marketing collateral. And, while we can’t endorse specific products, you can use your official Child Safety Week supporter logo for point of sale promotions.

Our audiences

  • Parents and carers of babies, toddlers, pre-school and primary age children. Mainly mothers who purchase for their families. Children play a role in influencing adults.
  • Trusted professionals working with families in their local communities e.g. health visitors, nurseries, children’s centres, teachers, childminders.

Reaching parents and carers


We commission independent market research each year and this demonstrates that parents and carers recognise Child Safety Week and take action to make children safer as a result, whether that’s changing their behaviour or buying products and services. Last year, among parents and carers who attended a Child Safety Week activity or event:

  • 87% reported that they had learnt something new.
  • 90% reported they would be doing something differently.

“A grandparent who attended our sessions went off to buy a safety gate when we were finished. She said Child Safety Week had reminded her that she had not got her house ready for an active toddler.”

Reaching trusted professionals supporting local families


Child Safety Week is well-recognised and well-supported by a wide range of professionals working with families in their local communities – trusted professionals whose advice is respected by the families they support. For Child Safety Week 2014:

  • We distributed 5,800 printed action packs to trusted professionals UK-wide, including those nominated by our major sponsors.
  • 84% of Child Safety Week organisers rated the ideas booklet ‘useful’ or ‘very useful’.
  • 3,600 professionals signed up online to download additional resources from our site.

“Families are asking us where they can buy cupboard locks and window locks.” – Children’s Centre manager

Our network of engaged local organisers includes health visitors, nurseries, children’s centres, childminders, teachers, GP surgeries, hospitals, fire and road safety.

We can target our communications to your company’s key professional or geographical markets. We work with our national partners to promote your sponsorship via their own channels, and encourage downloads of co-branded resources and involvement in events.

Track record

With two decades under its belt, Child Safety Week is now an established fixture in the calendars of professionals working with families nationwide. Past and present corporate sponsors include MothercareKid Rapt and the British and Irish Portable Battery AssociationMercedes-Benz Retail Group, Bitrex®, Lindam and Argos.

Contact us to find out how we can help your business


To find out more about the benefits of sponsoring Child Safety Week, contact Bonnie Clayton

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Child Accident Prevention Trust (CAPT)

Child Accident Prevention Trust
PO Box 3588
Barnet
EN5 9QU

Registered charity no. 1053549

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