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

New Campaign Focused on Car Seat Safety for Children

In an effort to enhance the safety of child passengers and reduce fatalities among children, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) have rolled out a new campaign. This initiative coincides with National Child Passenger Safety Week, emphasizing how crucial it is for children to use car seats that correspond to their age and size.

The campaign features a new slogan, "They Grow. You Check," which serves as a reminder for parents and caregivers to reassess the suitability of their child’s car seat as they grow. The NHTSA has developed a user-friendly tool on their website, called the Correct Car Seat Finder, which assists parents in selecting the right car seat based on their child’s specific needs. Families also have access to a directory listing local car seat inspection stations where professionals can help ensure safety equipment is properly installed.

Jonathan Morrison, administrator of NHTSA, expressed that while all parents desire to keep their children safe, many may not fully understand how to choose the correct car seat. He stressed the significance of providing clear and straightforward resources to help guardians make informed decisions regarding safety equipment. The proper car seat, when installed correctly, is essential for minimizing risks of injury during accidents. Morrison noted, “We aspire to make this choice easier by providing parents and caregivers with simple and quick information and tools.”

Statistics reveal that motor vehicle crashes remain one of the leading causes of death among children under the age of 14. Effective use of car seats can reduce the risk of fatal injuries by 71% in infants and 54% in toddlers. Therefore, the new Public Service Announcements (PSAs) aim to reassure parents and caregivers that NHTSA is a reliable ally in identifying and ensuring the correct car seat is used.

The campaign materials, created pro bono by the Buck creative agency, portray the hectic lives of parents who juggle multiple roles—such as being chefs, chauffeurs, and tutors—simultaneously. One key message to parents and caregivers is that they do not need to be experts in every area; they can rely on NHTSA's expertise to ensure their children are safe while traveling in vehicles. It is crucial for caregivers to utilize the right car seat and confirm that it is properly secured during every journey.

Michelle Hillman, Ad Council’s general manager of campaigns and programs, pointed out that parents often believe they are making sound choices based on instinct rather than verifying their actions. “We want to simplify car seat safety for parents and caregivers. Utilize and trust NHTSA's resources to select the appropriate car seat for every child according to their age and size,” she emphasized.

Public Service Announcement and Resources

The campaign directs audiences to NHTSA.gov/Protegidos for more information on how to safely secure children in vehicles. The PSAs, available in both Spanish and English, will be broadcast nationally across TV, radio, print, outdoor, and digital platforms, thanks to donated ad spaces from media partners.

National Child Passenger Safety Week, taking place from September 20 to 26, culminates in National Car Seat Check Saturday, a day when parents and caregivers can get free inspections of their car seats within their communities. As of 2026, nearly 5,000 car seat inspection stations are available nationwide, offering hands-on guidance from certified Child Passenger Safety Technicians on how to install car seats correctly.

For additional details regarding the safe use of car seats and to discover local inspection stations, visit NHTSA.gov/Protegidos and NHTSA.gov/TheRightSeat.

About NHTSA

For over 50 years, the National Highway Traffic Safety Administration (NHTSA) has been the federal agency dedicated to enhancing roadway safety in the United States. As part of the U.S. Department of Transportation, NHTSA's mission is to decrease traffic-related deaths and injuries by promoting seatbelt use and child safety seats, assisting states in dealing with risks posed by distracted, impaired, or drugged drivers, regulating vehicle safety standards, investigating safety defects, and providing consumer information on crucial issues pertaining to passenger safety. For more information, visit www.nhtsa.gov.

About the Ad Council

The Ad Council brings together creative storytellers to educate, unite, and elevate the public by opening hearts, inspiring action, and accelerating change. For over 80 years, this non-profit organization has been responsible for some of the nation’s most memorable social impact campaigns, including Smokey Bear, Friends Don't Let Friends Drive Drunk, and many others.

To learn more or to get involved, visit AdCouncil.org and follow the Ad Council on social media.