#United States #Washington #Ad Council #NHTSA #Car Seat Safety

New Campaign Aims to Assist Parents in Selecting the Right Car Seat

In the heart of National Child Passenger Safety Week, a crucial initiative has been launched by the Ad Council in collaboration with the National Highway Traffic Safety Administration (NHTSA). This new campaign is designed to guide parents and caregivers on how to choose the right car seat for children aged 14 and under, emphasizing the vital role that proper car seat usage plays in child safety on the road.

Raising Awareness with a Catchy Tagline

The campaign introduces a memorable tagline: "They Grow. You Check." This phrase serves as a powerful reminder to parents regarding the need to regularly assess whether their child's car seat is still appropriate as they grow. Although the modern-day parent’s schedule can often feel overwhelming, the NHTSA offers an array of resources to help ease the selection process. Notably, their Car Seat Finder Tool, accessible through their website, enables parents to quickly identify suitable car seats based on the child's age and size. The site also features a comprehensive database of local car seat inspection stations.

Safety Insights from NHTSA

According to NHTSA Administrator Jonathan Morrison, “Every parent wants to keep their child safe but may not know how to find the right car seat for their child's age or size.” This campaign aims to demystify the car seat selection process by providing straightforward tools that parents can utilize. Properly installed car seats are proven to significantly reduce the risk of fatal injury in vehicle accidents—by 71% for infants and 54% for toddlers. These statistics underline the necessity of ensuring that every child is secured in the right car seat.

The Role of Creative Minds

The PSAs that accompany this campaign, developed pro bono by creative agencies BUCK and Part and Sum, illustrate the multifaceted roles that parents play—cooks, drivers, tutors, and more. They convey an understanding that while parents may not be experts in every area, they can depend on NHTSA's support to ensure their child's safety during every ride. These advertisements serve as vital educational reminders about the importance of correct car seat usage and fit.

Michelle Hillman, Chief Campaign and Program Officer at the Ad Council, emphasized the common parental tendency to rely on instinct rather than verification when it comes to car seat safety. “We want to make car seat safety simple for parents and caregivers,” she stated, reinforcing the idea that parents can trust NHTSA's resources for finding the right car seat for their child.

Key Campaign Information

As part of the ongoing efforts, the campaign directs parents to visit NHTSA.gov/TheRightSeat for English information or NHTSA.gov/Protegidos for Spanish resources. The PSAs are being aired nationwide across various platforms, including television, radio, print, outdoor, and digital spaces, ensuring that this important message reaches a broad audience.

National Child Passenger Safety Week runs from September 20 to 26, culminating in National Seat Check Saturday. On this day, parents can take advantage of free car seat checks in their communities, with nearly 5,000 registered car seat inspection stations available across the nation, staffed by certified child passenger safety technicians who provide hands-on education on proper car seat installation.

For those looking to enhance their knowledge of car seat safety practices or to locate nearby inspection stations, the resources available at NHTSA.gov/TheRightSeat and NHTSA.gov/Protegidos can be invaluable.

Conclusion

Overall, this initiative not only addresses a pressing safety concern but also reflects a commitment to ensuring that parents have the necessary tools and information to keep their children protected while riding in vehicles. With the NHTSA's ongoing efforts, the hopes are high that fewer tragedies will occur due to improper car seat usage, and more families will feel empowered in their journey towards child passenger safety.