Protect Safe Cookware: The Importance of Compelling Messaging
We often find ourselves in legislative campaigns around issues that cause emotions to run high, and passionate arguments sometimes (often) overshadow facts. In these types of fights, effective messaging from credible messengers is absolutely critical to campaign success, which can mean passing, killing, or securing a veto for legislation. This was the case when we launched the Protect Safe Cookware campaign last year – a public affairs campaign aimed at defeating SB 682, a misleading piece of legislation that would have ultimately hurt California consumers.
Our firm successfully helped defeat the bill with strong messaging and targeted engagement, developing an education and awareness campaign and building on the assets and advocacy developed by the Cookware Sustainability Alliance. Our collective effort showcased a strong example of the power of effective messaging and designing a campaign that complements direct advocacy.
Campaign Overview
The public conversation around cookware safety was dominated by unsubstantiated claims and misinformation. Policymakers were asked to consider sweeping restrictions based largely on fear, not the multiple peer-reviewed and credible scientific studies and voices confirming the safety of non-stick cookware. While we understood the facts, communicating them effectively to the right audiences posed challenges.
From the outset, we knew this couldn’t be a campaign that fought emotion with more emotion. We had to re-anchor the debate in science and clear messaging. So, we built our strategy around a simple principle: public policy should be guided by facts, not fear.
Our Approach
Rather than relying on rhetoric or fear-based messaging, Protect Safe Cookware emphasized how modern cookware materials are tested, regulated, and used safely by millions of households. The campaign highlighted findings from independent scientific studies, federal and state regulatory agencies, and decades of consumer use to demonstrate that compliant cookware products do not pose the health risks claimed by activists. This factual foundation was central to persuading decision-makers who must balance public health, consumer choice, and affordability.
The campaign also underscored the unintended consequences of policy proposals driven by misinformation. It hit on topics we know are top of mind for Californians today. By clearly explaining how sweeping restrictions could raise costs, reduce access to affordable cookware and disproportionately impact working families and small businesses, the campaign reframed the issue as a threat to both public health and affordability. And, importantly, the campaign never argued against safety—it reinforced that safety is best achieved through science-based standards, not speculation.
Key Tactics
Our team reached policymakers and key stakeholders with authenticity at the core of everything we developed. With expert voices to reinforce credibility, we developed:
Messaging rooted in science, that supported consumer awareness of cost, safety and reliability
Clear, accessible fact sheets for policymakers
Authentic testimonials from business owners and individuals
A targeted earned media campaign with strong digital engagement in partnership with an East Coast PR agency
Direct stakeholder outreach materials that engaged with our key audiences
Every touchpoint was disciplined and consistent. No hyperbole. No inflammatory language. Just facts, transparency, and the right kind of engagement.
The Results
In a complex and polarized legislative environment, we successfully shifted the conversation away from alarmism and toward evidence. Legislation was ultimately vetoed by Governor Gavin Newsom. It was a reminder that even in today’s environment, facts still matter—if they’re communicated clearly, strategically and consistently.
Protect Safe Cookware reinforced something we believe deeply at our firm: science, transparency, and disciplined messaging can still cut through the noise and drive real results.