Nickelodeon Launches PAW Patrol Safety First! Global Campaign


PAW Patrol’s “mighty pups are ready to go, go, go” and spread the word about the importance of taking steps to ensure kids’ safety through PAW Patrol Safety First!, a brand-new prosocial campaign created by Nickelodeon in participation with safety partner Safe Kids Worldwide. Launching November 5, the multiyear program will focus on water safety, fire safety, and road safety. Michael Phelps, world champion swimmer and water safety advocate, will serve as PAW Patrol Safety First! Global Water Safety Ambassador. PAW Patrol, produced by Spin Master Entertainment and airing on Nickelodeon, is currently the number one ranked preschool show on television.

Phelps said, “I am proud to partner with Nickelodeon and the lovable PAW Patrol pups on the important issue of water safety for kids and parents. I was first introduced to swimming through a water safety program, as my mom was adamant that my sisters and I learn how to swim for safety purposes, and it influenced my decision to establish the Michael Phelps Foundation, which provides water safety instruction through our signature IM program. Teaming up with PAW Patrol and the Michael Phelps Foundation is a natural alignment, and I am looking forward to utilizing this partnership to bring the message of water safety globally to kids and parents in a way that’s easy and fun to digest.”

PAW Patrol ’s indomitable rescue pups go above and beyond to save the day, teaching kids invaluable lessons they can apply to their own lives along the way,” said Charlotte Castillo, Senior Vice President, Global Franchise Planning, Viacom Nickelodeon Consumer Products. “Through this partnership with Safe Kids Worldwide we continue this mission, while using the power of our global reach to build awareness that we all play an important role when it comes to safety.”

“Safe Kids Worldwide is a go-to resource for families, equipping them with the information and resources they need to protect children from preventable injuries,” said Torine Creppy, president of Safe Kids Worldwide. “We look forward to working with Nickelodeon and PAW Patrol to get life-saving information about water, fire, and road safety to families around the world.”

In support of the PAW Patrol Safety First! multiplatform campaign, Phelps and the Michael Phelps Foundation will share swim safety tips utilizing core principals of the Foundation’s programming featuring the PAW Patrol pups. The PAW Patrol Safety First! Campaign will also co-host a water safety event in the spring of 2020, featuring Phelps and the Michael Phelps Foundation. Additional on-the-ground safety events will be held in cities around the world, with tentpole events planned in Arizona and New York, as well as internationally, in Mexico. The campaign also includes cus-tom PAW Patrol branded safety guides that feature tips from Safe Kids that educate kids and families about water, fire, and road safety.

Nickelodeon has also teamed up with family travel journalists and YouTube bloggers, The Bucket List Family, to co-create branded content that will live across the family’s social media channels, as well as Nick Jr. and PAW Patrol social channels.

Nickelodeon is bringing the PAW Patrol Safety First! campaign to life through a partnership with TAILWIND, a brand accelerator group focused on innovating impact marketing for entertainment, fashion, and lifestyle brands.