Case Study

4RKidssake.org: Increase Awareness of the Dangers of Children Left in Cars

Situation:

4RKidssake.org, a web service dedicated to the education of the potential dangers of leaving children in automobiles was started by a grandmother, Laura Petersen in the Riverside County area, in memory of her granddaughter who suffocated in the car of her babysitter in 115 plus degree heat. 

Laura’s first intention was to establish a law against leaving children in cars alone and make it punishable to do so.

Additionally, Laura wanted to find avenues to increase awareness of the dangers of children left in and around cars

Methodology:

MGA provided media relations support to state government media reporters on the progress of the bill as it passed through committee and then to the floor of the state Assembly and Senate.

Following that campaign, MGA encouraged the group to declare August Purple Ribbon month in an attempt to prevent injuries and death to children in and around cars.

Additionally, MGA provides leads to the organization as news breaks (summer time is an especially dangerous time for children in cars), for Laura and her group to comment and offer tips and advice on keeping children safe.  Now, the organization has developed a keen sense of the reactive news cycle, and reporters come to the organization directly for background and quotes. 

Results:

Within 1 year of her establishing the organization 4RKiddsake.org , in 2001 Kaitlyn Law was passed.

Since that passing, 4RKidssake.org provides educational information to organizations nationally, especially in the “hot” states of Florida, Texas, Arkansas, Louisiana, Alabama, New Mexico, Arizona and the San Bernardino and Riverside Counties of California.

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