Souters will be handling a nationwide education campaign among parents to raise awareness of the fact that there are 40,000 finger-trapping accidents a year, which could be prevented by fitting the Fingershield product to door hinges.

Souters beat off stiff competition from several other North West PR agencies to win the business. Commenting on the appointment, Paul O’Carroll, Managing Director, said: “We were very impressed with Souters' pitch. They have some excellent experience in consumer safety awareness campaigns and delivered a creative, impactful approach which we think will help us raise profile and meet our business development goals. We are looking forward to working with them.”

Consultancy head, Sue Souter said the agency is thrilled with the appointment: “Sometimes a brief comes across the desk which you feel was written for you, and this was one of those cases. As well as knowing about safety campaigns we are constantly talking to ‘Mum’ for a number of other clients. It was a great fit for us. The programme will have media relations at its heart, but also look to engage other important influencers like the Child Accident Prevention Trust to get our message across.

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