Up and Away

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Up and Away reminds families of the importance of safe medicine storage to prevent young children from accidentally getting into medicine. It is led by the Centers for Disease Control and Prevention (CDC) and Health in Hand, in partnership with the PROTECT Initiative. The campaign reaches tens of millions of parents and caregivers each year during seasonally relevant points throughout the year when medicine safety is top of mind.

Through paid and earned media, earned media, national partnerships, and amplification from CDC and its PROTECT Initiative, Up and Away reminds English and Spanish-speaking families to keep medicines out of the sight and reach of curious little kids.

To learn more about the campaign, including a full list of partners and campaign resources, visit UpandAway.org.

Campaign Highlights

Twitter posts by CVS Health with image of a toddler playing near a suitcase
Up and Away partnered with retail chain CVS Health to reach consumers at the point of purchase. The partnership engaged more than 150 million consumers across CVS Health stores.
Up and Away partnered with Miss America to extend the campaign’s reach and develop a video to share on social media to thousands of followers.
It only took a moment for Sugey and Carlos’s toddler to accidentally swallow medicine that was left within his reach. It can happen to anyone.