#USA #Washington #Ad Council #NHTSA #Richard Scarry

Ad Council and NHTSA's 'Never Happens' Campaign

As temperatures across the nation rise, both the Ad Council and the National Highway Traffic Safety Administration (NHTSA) have launched a significant public service announcement campaign titled "Never Happens" to combat the tragic issue of child heatstroke in vehicles. This innovative initiative features a partnership with beloved children's author Richard Scarry, adding a unique touch to a vital safety message.

The Reality Behind Heatstroke in Vehicles

Heatstroke remains the leading cause of vehicle-related death among children that is not due to crashes. It typically occurs in three scenarios: children who are accidentally forgotten in cars by caregivers, those who manage to gain access to open vehicles but are unable to get out, and children who are left purposely in vehicles. The campaign poignantly illustrates these scenarios, aiming to remind caregivers not to leave children unattended in cars.

Michelle Hillman, the Ad Council's Campaign and Program Director, emphasized that all heatstroke-related deaths in vehicles are completely preventable, stating, "The prevention of these tragedies begins with awareness and adopting simple, consistent actions."

Targeting Parental Awareness

The latest public service announcements portray parents who genuinely desire the best for their children. They often express that they will "NEVER" let certain things happen, from their children having dessert for dinner to spending excessive time in front of screens. However, the real challenge arises from the distractions and stresses of daily life that can lead even the most well-intentioned caregivers astray. A moment of lapse can transform into a tragedy, especially when a child is left alone in a car, which can heat up to dangerous temperatures in mere minutes.

To counter this, the campaign encourages parents to implement three simple but critical actions into their routine: Stop; Look; Lock. By doing this, caregivers can greatly reduce the risk of their child suffering from heat-related incidents in vehicles.

Understanding the Dangers

Jonathan Morrison, Administrator of NHTSA, underlined the grave risk underestimated by many parents regarding overheated vehicles. He noted, "This campaign ensures families understand how these tragedies occur and equips parents with the tools to prevent them. Remember: Stop; Look; Lock."

Developed free of charge by independent creative agency Chemistry, the new advertisements remind parents that good intentions alone aren’t enough to avert these tragedies, and that effective prevention strategies are essential to keeping children safe.

Raising Awareness Through Iconic Characters

As part of the broader campaign effort, the Ad Council is collaborating with Richard Scarry's Busy World™ in a pro bono marketing partnership. This collaboration features the whimsical characters and fun vehicles that have delighted families for generations. By utilizing these iconic images, the campaign aims to reach parents in an engaging and memorable way across preschools and daycare centers nationwide.

The new creative for the "Never Happens" campaign will air extensively across donated media slots, in both English and Spanish. Platforms will include television, radio, the internet, and social media, ensuring that the important message reaches as many families as possible.

Essential Safety Tips

To assist in preventing heatstroke incidents, parents are encouraged to adhere to these key tips from NHTSA:

• - Never leave your child alone in a car, even if you think it will only be for a minute.
• - Always lock your car doors when not in use; an unintentional open door may lead neighborhood children into your vehicle.
• - Always check the interior of your vehicle, particularly the back seat, every time you exit.
• - Keep visual reminders handy, like placing a toy in the back seat or your phone in the back seat alongside your child to ensure their presence is not forgotten.
• - If you see a child in danger inside a vehicle, act immediately by calling 911 for help.

For more crucial information on preventing heatstroke injuries and fatalities in cars, visit NHTSA’s website.

About the Ad Council

The Ad Council unites creative storytellers to educate and engage the public by fostering empathy, inspiring action, and driving change. For over 80 years, this nonprofit organization, alongside its partners in advertising, media, marketing, and technology, has been behind some of America's most impactful social campaigns.

To get involved or learn more, visit AdCouncil.org, follow the Ad Council on social media, and explore the campaign’s creative content on YouTube.

About NHTSA

For more than 50 years, the NHTSA has been the federal agency dedicated to improving roadway safety in the U.S. As part of the Department of Transportation, the NHTSA focuses on reducing traffic-related injuries and fatalities by promoting seatbelt usage, providing educational resources, and establishing safety standards for vehicles.

About Chemistry

Chemistry is an independent hybrid agency that thrives on constant experimentation and radical optimism. With a presence in Atlanta, New York, Pittsburgh, and Miami, the agency combines creativity, technology, and culture to build culturally relevant brands through attention-grabbing ideas. Chemistry serves a diverse range of clients, including Coca-Cola, Netflix, and the NFL, among others.