FOR IMMEDIATE RELEASE
Amplicity Communications Named Agency of Record for the Baby Safety Alliance
Integrated partnership will strengthen the Alliance’s industry leadership, elevate its Verification Program and expand trusted consumer safety education
BOSTON, Mass. — October 21, 2026 — Amplicity Communications, a full-service marketing and communications agency, has been named the Agency of Record for the Baby Safety Alliance (BSA), the leading trade association representing companies across the juvenile products industry, as well as the Baby Safety Foundation (BSF). The partnership comes as BSA enters a new chapter under Executive Director Alison Jacobson and expands its role as a trusted voice for product safety, industry advocacy, verification and consumer education. BSA members represent approximately 95% of the juvenile products industry, giving the Alliance a unique platform to bring manufacturers, retailers, policymakers, safety experts and nonprofit partners together around the shared goal of keeping babies and young children safer.
Amplicity will serve as an extension of the BSA team, leading an integrated strategy across public relations, digital marketing, influencer relations, strategic partnerships, content, and thought leadership. The work is designed to strengthen the value BSA delivers to its members while increasing awareness of the Alliance’s expertise and programs among policymakers, industry stakeholders, and consumers.
Support will center on BSA’s industry leadership and member value, including the BSA Verification Program and Verified Seal as it celebrates its 50th anniversary, Government Affairs and advocacy, member communications, Baby Safety Month, consumer education and strategic brand-building.
This client appointment builds on Amplicity’s extensive experience across the juvenile and consumer products industries, manufacturing, regulated categories, and mission-driven organizations. Led by founder Sarah Whitmore, and a seasoned team of experts, Amplicity brings more than 30 years of global marketing and communications leadership across consumer and business-to-business industries.
“The Baby Safety Alliance has a powerful opportunity to continue to amplify and unite the juvenile industry around a shared commitment to safer, higher-quality products while making trusted guidance more accessible to families and caregivers,” said Sarah Whitmore, Founder and CEO of Amplicity Communications. “We are proud to bring our experience and approach to help BSA strengthen its voice, expand its reach and create lasting, positive impact across the baby and children’s products community.”
The partnership will also support the work of the Baby Safety Foundation, including consumer safety education and initiatives that direct resources to nonprofit and community organizations serving families. Through grants, product donations and educational resources, the Foundation extends baby safety efforts into communities where additional support and access can have meaningful impact.
Among priorities for the remainder of 2026 will be elevating awareness of the 50th anniversary of the BSA Verification Seal as a trusted indicator of product safety and quality. Through rigorous independent testing, the Verification Program provides parents, caregivers, manufacturers and retailers with confidence that verified products meet the highest standards for safety and performance.
“Our members develop and bring to market the products families rely on every day, and BSA has an important responsibility to support them through advocacy, education and a strong commitment to product safety,” said Alison Jacobson, Executive Director of the Baby Safety Alliance. “At the same time, we have an opportunity to help consumers better understand what to look for when choosing and using products for their children. Amplicity understands both sides of that equation. Their work will help us strengthen our voice within the industry, deliver greater value to our members and make credible safety information more accessible to families.”
About Amplicity Communications
Amplicity Communications is a full-service marketing and communications agency that helps businesses, brands and mission-driven organizations increase visibility, strengthen credibility and drive growth. Combining senior-level strategy with hands-on execution, Amplicity delivers integrated support across public relations, crisis and safety communications, social media, influencer relations, website and brand development, digital marketing, paid media, and events. Learn more at AmplicityCommunications.com.
About the Baby Safety Alliance
The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as the Juvenile Product Manufacturers Association (JPMA), the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its hallmark Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest functionality, performance, and safety standards.
About the Baby Safety Foundation
Founded in 2021, the Baby Safety Foundation is the 501(c)(3) philanthropic arm of the Baby Safety Alliance, dedicated to protecting children through industry expertise and resources. Its signature guide, Baby Safety 101®, delivers essential, expert-backed safety information in a mobile-friendly 60-minute read.
Media Contact:
Sarah Whitmore
Amplicity Communications
sarah@amplicitybuzz.com | 617.970.3690