Rahul Saxena, marketing manager of Babyshop explained: “The main focus of the campaign is parental awareness of child safety issues especially at home and on the roads. We feel that once the parents are well equipped with knowledge concerning child safety, then they are more likely to take appropriate preventive measures. This awareness is crucial in reducing child fatalities on the road, accidents and injuries within homes or outside.
With the increasing death toll on roads across the globe, it is imperative that the corporate sector contributes its bit in raising awareness. Hence our 24 pages safety booklet in English and Arabic which is distributed free to all our customers is a handy pocket sized booklet that identifies the areas of safety concern and the corresponding precautionary measures to be taken by parents. Our community initiative reaches out to 240,000 customers across the 24 stores in the UAE.
Each year Babyshop earmarks a sizeable media budget and executes creative media campaigns to raise awareness. This includes billboard, print and broadcast advertising. Stores across the UAE highlight the Child Safety First community initiative through in store activities such as creative window displays and focal point displays that are visible from different angles of the store. During the safety campaign, Babyshop staff wears branded badges to highlight the need for children’s safety. POS materials such as danglers as well as floor graphics indicate Babyshop’s community initiative.
In the year 2008, Babyshop received the Best Corporate Social Responsibility Award at the Retail Middle East Awards function. “Babyshop is a responsible brand that wishes to add value in the society in which it operates. Improving the quality of life of the community where we reside is an important consideration for us. Hence our Child Safety First campaign goes from strength to strength each year. Our safety booklet not only covers child safety on the road educating parents how to install baby seats correctly, it also covers potentially harmful situations at home as well as outside home especially when children are at play” added Rahul Saxena.
Established in 1973 in Bahrain, Babyshop is a concept store specializing in toys, fashion clothing, baby basics, and nursery furniture and much more for newborn babies, toddlers and children up to 16 years. Babyshop is part of the Landmark Group, one of the largest retail companies in the region.
The chain's international brands includes Lee cooper, Barbie, Disney, Graco, Ferrari (cycles and car seat), Maclaren(Car Seats), Maui & Sons, Fisher Price, Little Tikes, Peg Perego, Cambrass and several others. Babyshop also has its own in-house brand named Juniors. Babyshop stores are located across the region including the UAE.