Group: Disney EchoEar Grand Mouseter/AdministratEAR
Joined: Aug. 2001
||Posted: May 22, 2003 10:46 am/pm
Disney Theme Parks "Add Character" to Safety
Underwriters Laboratories Inc. Joins Launch of Ground-breaking Education Campaign
LAKE BUENA VISTA, Fla. (May 22, 2003) -- Continuing its long tradition of safety leadership and storytelling, Walt Disney Parks and Resorts officials today announced the new Wild About Safety campaign, an entertaining educational program that uses two of Disney's most popular characters -- Timon and Pumbaa from The Lion King -- to educate guests about resort safety in a fun and uniquely Disney way.
As the official campaign "spokescharacters," everyone's favorite meerkat (Timon) and warthog (Pumbaa) team up to demonstrate the consequences of unsafe behavior in a series of entertaining illustrations now appearing in activity books and many other guest materials throughout the Disneyland and Walt Disney World Resorts. World-renowned safety organization, Underwriters Laboratories Inc., is joining Disney as a founding participant in the new campaign.
Wild About Safety is an integral part of the Parks and Resorts Safety Initiative that was launched last year with a "peek behind the curtain" at the extensive programs Disney has in place to enhance the safety of its attractions. Developed by veteran Resort operators and artists at Walt Disney Imagineering, this new campaign reminds guests about safety rules without detracting from the fun and fantasy of their Disney entertainment experiences. Twelve safety messages depicting Timon and Pumbaa's "misadventures" at a Disney Resort are the centerpiece of the campaign. Each image is accompanied by a colorful tagline -- such as "Keep Arms, Hooves, Tusks and Tails Inside the Vehicle"-- that underscores safe behavior.
"As Resort operators, keeping our properties safe has always been our top priority," said Jay Rasulo, president of Walt Disney Parks and Resorts, who outlined the Wild About Safety campaign at the Magic Kingdom Park at Walt Disney World Resort this morning. "But even with a cast of thousands working around the clock, we can't do it alone. This program is a fun and effective way to give guests the information they need to partner with us and take an active role in their own safety."
"We are fortunate to be joined in this effort by one of the most trusted names in safety -- Underwriters Laboratories," Rasulo continued. "They epitomize the very high standards and safety first culture we insist on in every aspect of Disney Resort operations. We look forward to working with them as we break new ground in safety education."
Joining Rasulo in the announcement of the campaign were Walt Disney World President Al Weiss, Walt Disney Parks and Resorts Chief Safety Officer Greg Hale and Loring Knoblauch, president and CEO of Underwriters Laboratories Inc. (UL) -- a worldwide leader in the field of safety for more than a century.
"As one of the world's leading safety experts and advocates, we are delighted to have the opportunity to team with Walt Disney Parks and Resorts on this outstanding program," said Knoblauch. "Safety education has been one of UL's core missions for decades, and we can't think of a more fun or effective way to communicate with families than to enlist the beloved Disney characters in this important endeavor. We applaud Disney for their commitment and their ongoing leadership in the field of safety."
Just in time for summer vacation, Disney's Wild About Safety campaign adds a new educational dimension to its multi-faceted Safety Initiative. During the kick-off of the Initiative last year, the first-ever Walt Disney Parks and Resorts Report on Safety was published, with a detailed accounting of the extensive measures undertaken to keep rides and attractions safe. Disney also announced the appointment of its first-ever Chief Safety Officer, Greg Hale, who provides global oversight for all aspects of attraction safety programs. A variety of enhanced guest communications measures, including new universal signage, audio messages, ground markings and barriers have also been implemented under the initiative.
"The Wild About Safety campaign brings together the best of Disney, by using characters and classic storytelling to educate guests about safety in brand new ways," said Hale. "As Chief Safety Officer for Walt Disney Parks and Resorts, I'm proud of this innovative program, and very excited to be implementing it on our properties after nearly two years of development."
Key Safety Messages:
The Wild About Safety campaign will be rolled out over a 12- to 18-month period at the Disneyland and Walt Disney World Resorts. A wide variety of guest materials will be used to reach guests at key moments throughout their Disney experiences.
Among the communications vehicles being used are the following:
- Children's activity books with safety-themed activities such as connect-the-dots, word games and coloring;
- Theme park guide maps;
- Brochures summarizing all 12 safety messages that will be distributed at guest service locations throughout Disney resorts;
- Personal Translation Units for guests with limited English fluency that feature audio safety reminders from Timon and Pumbaa in five different languages;
- 12 trading pins featuring Timon and Pumbaa's safety messages that will not be for sale, but can be acquired through trading with Cast Members;
- 12 "Safety Tip Cards" that Cast Members will distribute to children throughout the day; and
- Menus for guests under the age of 12 at popular theme park restaurants.
For more information on the campaign and a summary of all 12 safety messages, visit www.wdwpress.com/safety.
As the acknowledged leader in the theme park industry, Disney has drawn from nearly 50 years of operating experience in developing its Safety Initiative and the Wild About Safety campaign. Last year, approximately 600 million rides were provided to guests on more than 250 attractions at the Disneyland and Walt Disney World Resorts.
Underwriters Laboratories Inc. (UL) is an independent, not-for-profit product safety certification organization that has been testing products for over 109 years. UL tests more than 18,000 types of products annually, and more than 17 billion UL Marks appear on products each year. Worldwide, UL's family of companies and its network of service providers include 55 laboratories, testing and certification facilities.
Wild About Safety campaign - new Disney theme park signage - LET THE CUBS DECIDE IF THEY WANT TO RIDE
Source: The Walt Disney Co.
Copyright 2003: The Walt Disney Co.
RichKoster, Disney Echo modEARator