NHTSA and Ad Council Launch New Campaign for Child Car Seat Safety

The National Highway Traffic Safety Administration (NHTSA) and the Ad Council have launched new Public Service Announcements (PSAs) and a new slogan, "They Grow. You Check." ("Ellos crecen. Tú revisas."). The campaign aims to remind parents and caregivers about the importance of child passenger safety, specifically ensuring children are in the correct car seat matching their age and size.

The new slogan emphasizes that as children grow, their needs change, encouraging parents to regularly check that their child is in the appropriate seat for their age and size. NHTSA's website offers resources, such as the "Find the Right Car Seat" tool, to assist time-strapped families in choosing the correct car seat. The site also includes a directory of car seat inspection stations.

According to NHTSA, motor vehicle crashes remain a leading cause of death for children under 14. Properly used car seats can reduce the risk of fatal injury by 71% for infants and 54% for toddlers. The new PSAs aim to reassure parents that NHTSA will help them select the right car seat.

The campaign, created pro bono by the creative agency Buck, depicts parents in their many roles, emphasizing that they don't need to be experts in everything and can rely on NHTSA's expertise to keep their children safe when traveling in vehicles. It also highlights the importance of using the correct car seat and ensuring it is always properly installed and buckled.

The campaign directs the public to NHTSA.gov/Protegidos for more information on securing children in vehicles. The PSAs, available in Spanish and English, will be disseminated nationally across TV, radio, print, outdoor, and digital media, through donated advertising space. The National Child Passenger Safety Week concludes with a National Seat Check Saturday, offering parents the opportunity to receive a free car seat inspection in their communities.