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Dorel Juvenile Group

As the world’s leading provider of juvenile products through its recent merger of Safety 1st and Cosco, Dorel Juvenile Group had never 'stepped up' to that leadership role in an organized way. It was a philanthropic company, but efforts were disjointed and regionalized. D&S recognized DJG's core brand attribute was its compassionate culture, which was borne of a reverence for the critical life-saving nature of its products. Corporate communications programs were created to bring that corporate personality to life. A national cause marketing program, "Get on Board with Child Safety" was launched in partnership with National Association of Children’s Hospitals and Related Institutions. Corporate media relations began with securing a coveted spot in Fortune Magazine's "Innovative Factories of the Year" feature in which DJG received top billing and 3 full pages of coverage, appearing before the elite brands of IBM and Corning.