Tide and Gain Roll Out ‘Up, Up and Away’

P&G brands Tide and Gain are partnering with Safe Kids Worldwide, a nonprofit organization working to keep kids safe from preventable injuries. The partnership marks the launch of the Up, Up and Away campaign, a laundry safety initiative reminding parents and caregivers to seal laundry detergent pacs up, store pacs up, and keep pacs away from children.
 
“At P&G, safety is our number one priority,” said Shailesh Jejurikar, P&G’s North America Fabric Care and new business development president. “Most of us are parents too, and we want families to use our products safely. Our Up, Up, and Away campaign and our partnership with Safe Kids Worldwide will support families with information and tools to create safe home environments. We deeply respect and admire the work that Safe Kids Worldwide does in helping reduce the amount of preventable injuries and know that they will be great partners in equipping families with laundry safety information and tools.”
 
Tide, Gain, and Safe Kids Worldwide will raise awareness and educate families about how to prevent injuries related to children and laundry pacs across the country. These efforts will be supported by multiple initiatives including a Safe Kids coalition grant program, community outreach, and online tools and tips.
 
The partnership kicks off with P&G’s sponsorship of Safe Kids Worldwide’s annual Safe Kids Day, a day aiming to make every kid a safe kid.
 
“When new products come into our homes, we need to look closely to see if we need to make any changes to protect our kids. We have seen this happen with flat panel TVs and now with laundry packets,” said Kate Carr, president and CEO of Safe Kids Worldwide. “Safe Kids is embarking on a new partnership with Tide and Gain to make sure that families and caregivers understand the importance of keeping all laundry products, including laundry packets, out of the sight and reach of our children.”