Liberty Mutual Brings Child Safety to the Masses

Elmer the Safety Elephant first appeared over 50 years ago, but he is as relevant today as ever. Young children learn very effectively when a "character" catches their attention and motivates them. Elmer's safety message has expanded, but his original traffic safety rules still apply.

In the 1980s and 90s Elmer programming was limited due to a lack of resources. The Canada Safety Council's vision was to make Elmer the base for strong national programs to reduce child deaths and injuries across Canada. However, this would require a major financial investment - and a lot of networking.

Enter Liberty Mutual. The company had decided to identify itself with child safety. It was seeking a program that would really make a difference, and that would involve its agents actively in the community. The president had fond memories of Elmer and saw the character's potential to reach millions of Canadians.

CSC's vision for Elmer was a fit with what Liberty Mutual wanted to do. The partnership was officially launched in October 1999, with safety posters, booklets and pamphlets, and a new Elmer mascot.

Company agents were excited about the program from day one. The mascots were fully booked. (There are now 12, and they're still fully booked!) Schools, police and fire departments across Canada scooped up the much-needed safety materials.

In the past two years, Elmer's safety messages have reached millions of children through activity booklets, games, posters, contests, a kids' club, the school flag program, community events and an animated Web site. Twelve thousand kids entered the Wheels in My Life poster contest, a new fire safety booklet has just been published, and the 2002 Elmer calendar is now in production.

The partnership combines the expertise of the Canada Safety Council to develop quality safety programming, with the financial and human resources of Liberty Mutual. In addition, many local partners - including schools, police and fire departments - bring the program to children.

Don't expect Elmer to slow down any time soon. Liberty Mutual has a long-term commitment to child safety.

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