Safeway launches Connect Together to get parents to bond with their children

PLEASANTON, Calif. Safeway and the Safeway Foundations announced the launch of an all-media campaign called Connect Together, as a way to urge parents to bond with their children during mealtime and through activities.

Safeway’s Connect Together campaign, which includes messages in advertisements, in-store signage, newsletters and employee communications, teaches other benefits, such as helping family members become greater support systems for each other.

With this campaign launch, Safeway, which has been associated with the National Center on Addiction and Substance Abuse at Columbia University for two years, has also issued a report about the importance of family spending time together. CASA found that children who dine with their parents three times per week or less are three-and-a-half times likelier to abuse prescription drugs, and are also more likely to consume alcohol, try cigarettes and/ or marijuana, and more likely to use drugs in the future.

The announcement of the launch coincides with Safeway’s annual Family Day, where its stores host various activities and community dinners designed for family participation.