Ford, Nick Unite to Drive Home Child Safety | Adweek Ford, Nick Unite to Drive Home Child Safety | Adweek
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Ford, Nick Unite to Drive Home Child Safety

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NEW YORK--Ford and Nickelodeon are teaming to tout child safety in a three-year campaign encompassing a new Ford-sponsored Web site and the animated TV show "Blue's Clues."

The site, ClueIntoSafety.com, promotes a national child-safety campaign that partners Nick Jr.'s "Blue's Clues" and Ford. The focus of the campaign is the importance of safety belts and safe behavior both in and outside the car. Online registration gets a kid a "Safety Superhero" welcome kit, which includes a wristband, reflective stickers and a letter from Blue, the animated dog. The site also contains games and other interactive features, as well as a link to Ford Division's consumer site.

"We [already] have seen a surprising amount of consumer traffic to FordVehicles.com from the site," said Lisa Owens, Ford Division marketing communications. Dealers are also using "Blue"-themed POP displays.

As part of the alliance, Blue will be a branding icon for ad campaigns, product messages and safety information for Ford Windstar. Owens said child-safety ads featuring Windstar are running on Nickelodeon. Ford has also placed educational inserts in such magazines as Nick Jr., Parents, Child, Family PC and Parenting.