Our Mission Protecting kids for LIFE! Our Commitment - Considering, first and foremost, "What's best for the kids?" - Instilling a sense of fairness, integrity, and honesty in all that we do. - Striving to continually improve our programs and processes. - Contributing to the development and well being of our contractors, employees, associates, and partners. - Treating our contractors, employees, associates, suppliers, and partners with fairness and respect. - Assuming a leadership role in the research, development, and promotion of child safety initiatives. It’s about making a positive and lasting difference in the lives of children and their families with our unique and effective educational safety materials. We have been helping protect children for 30 years. In that time, we’ve reached millions of children in communities across the United States and Canada.