"The Right Seat"
In the U.S., a child who dies before his or her 13th birthday is most likely a victim of a motor vehicle crash. Crash data from the National Highway Traffic Safety Administration shows that in 2012, children 12 and younger died in a passenger vehicle at a rate of nearly two a day.
Expanding the proper use of child safety seats could reduce this fatality rate by nearly half.
But market research shows that while parents are constantly worried about their children, they are mistakenly confident about their kids’ safety in the car. And in Latino families, children are more likely to be moved out of car and booster seats prematurely.
In 2012, the Ad Council launched “The Right Seat,” a campaign in English and Spanish that encourages proper installation and use of car and booster seats. Directed towards parents and caregivers, the campaign helps match children ages 0-12 with the right car seat for their age and size and promotes the NHTSA’s best practices for car safety.