National Media & Internet Campaign

KRC was privileged to work on a broad campaign in collaboration with SHOK Moms, a national coalition of parents dedicated to warning other parents about dangerous bikes being sold by Wal-Mart and other large retailers. KRC generated and coordinated extensive media interest in the country’s first conspiracy jury trial against Wal-Mart and its San Rafael-based importer Dynacraft for knowingly selling defective bicycles to children, despite their knowledge of hundreds of previous accidents on these bicycles.

KRC’s media outreach has resulted in more than 100 television and radio hits -- including 4-minute consumer alert pieces on Good Morning America and The CBS Early Show, and more than 50 print hits in newspapers, television and magazines across the nation. There was also broad coverage by the San Francisco Chronicle, the Marin Independent Journal and the Associated Press.

Click To Play CBS: The Early Show January 6, 2006 Running Time - 5:17min.

Click To Play ABC: Good Morning America December 21, 2005 Running Time - 4:08 min.

As a result of KRC’s extensive outreach, the U.S. Consumer Product Safety Commission launched a series of investigations into these accidents; a multitude of similar accidents are being reported each week from across the country; and the first piece of legislation banning the sale of front wheel quick release bikes to children is making its way to a floor vote in the New Jersey State Assembly. Click here to download a press release about the New Jersey initiative or here to download the text of the bill.

In addition to our successful national media campaign about this consumer safety threat, KRC produced a 5-minute video about these accidents and the horrible treatment consumers received from Wal-Mart when they tried to report their sons' injuries to store managers.

We also created and continue to maintain a grassroots website that informs the public about developments with these dangerous bikes, including upcoming trials, pending legislation, ongoing investigations and new accidents, www.shokmoms.org. The site serves as a clearinghouse for ongoing bicycle accident reports and provides a growing number of lawyers and reporters with details from the historic Marin County jury trial.