1. 2/28/11 This presentation has not been reviewed or approved by the Commission and may not reflect its views.

2. Old-Fashioned Approach  Face-to-face  Posters  Flyers  Traditional Media

3. “The New Way” Approach Rapid response, with easily accessible, useful safety information Mainstream Media– Print, wires, broadcast, online Social Media – Blogs, Twitter, Facebook, YouTube Minority Outreach – Events, networking Neighborhood Safety Network – Online network Websites - SaferProducts.gov, PoolSafely.gov, Campaigns Hotline – Bilingual operators

4.  Goal 5 : Raising Awareness - Promote a public understanding of product risks and CPSC’s capabilities.  Ensure that the public knows:  Where to turn for information on consumer product safety,  Where to report hazardous incidents, and  How enforcement capabilities are used to address product dangers.

5.  How CPSC raises awareness: toys with powerful magnets  How parents of victims raise awareness: Nancy Baker and pool safety  How the media raises awareness: crib dangers  How social media raises awareness: Pampers

6. Recall Round-Up

7. Audiences: Hispanics, African-Americans, American Indians, Alaska Natives, and Asian and Pacific Islanders Key Messages:  Safe Sleep  TV & Furniture Tipovers  Drowning Prevention  Poison Prevention

8.  By 2050, the population of the United States is forecast to reach 438 million with non-native English-speaking immigrants accounting for the majority of growth.  Hispanics are the largest minority population in the United States: 45 million.  More than 70 percent of Hispanics are Spanish-dominant or bilingual.

9.  City Tours – Focused Cultural Events  Campaigns  Satellite Media Tours  Neighborhood Safety Network  Partnerships  Spanish Translations – Releases, recalls, handbooks

10.  FESTIVAL DE LA FAMILIA 4/10 NCLR CONFERENCE 7/10

11. Janiyah Powe-Santiago 2-year-old victim

12.  Anecdotal evidence  A simple compelling message  Powerful demonstration  Appealing to reason and emotions

13. DISSEMINATION  Texting Pilot Program  Morning Shows (nearly 1 million viewers)  Neighborhood Safety Network  Partnerships:  Central Valley Clinics-California  Associations of Second-Hand Stores  Gouverneur Healthcare Services-New York

14. TEXTING PILOT PROGRAM 30-Second PSA

15. TEXTING  30-day pilot program  650 requests for Spanish PSA and 52 for English (more than monthly calls to hotline).  About 80 percent of requests submitted day of interviews with morning show and syndicated radio program.  Majority of transactions :Texas, New York City, Washington state, and inland California.

18. Communication Strategy  An informed consumer is an empowered consumer  Calling for consumers to connect with CPSC  Calling for manufacturers to connect with CPSC