WASHINGTON, DC (September 17, 2024) – During Child Passenger Safety Week, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) debuted a new creative campaign, titled “Love Protects,” in support of their larger child car safety campaign. This campaign speaks to parents and caregivers of children 14 and younger, reminding them that loving and protecting their children means making sure they are in the right car seat or booster seat for their age and size.
"It’s crucial that parents and caregivers prepare to protect their children from injury or death in the event of a crash,” said NHTSA Deputy Administrator Sophie Shulman. “Taking a few moments to make sure your child is properly secured in the appropriate car seat, booster seat, or seat belt can save a child’s. Our campaign with the Ad Council continues to provide parents and caregivers vital, life-saving information.”
Developed pro bono by creative agency Leo Burnett, the new “Love Protects” creative celebrates child car safety as an act of love. The PSAs encourage parents and caregivers to demonstrate their love by double checking that their children are in the right car seats, booster seats or seat belts for their age and size.
The campaign directs audiences to NHTSA.gov/TheRightSeat for more information on correctly securing children in vehicles. The PSAs, available in both English and Spanish, will run nationally in donated TV, radio, print, outdoor, and digital space.
“Nothing’s better than being able to use creativity to inspire action where it matters most – where it just might save lives,” says Aaron Pendleton, SVP creative director of Leo Burnett. “Through this campaign, we want to encourage parents to start thinking of one of their most routine tasks as an intentional act of love and protection.”
WATCH THE PSA HERE
“The Ad Council is honored to continue our life-saving collaboration with NHTSA, making sure children and youth are safe on America’s roadways,” said Michelle Hillman, chief campaign development officer, the Ad Council. “We’re reminding parents and caregivers that one way to demonstrate their love for their children is making sure they’re safe, like double checking their child is correctly secured in a car seat, booster seat or seat belt that is appropriate for their age and size.”
The new work debuts as motor vehicle crashes remain a leading cause of death for children under 14, showing the critical need for parents and caregivers to make sure their children are in the right seat for their age and size. When used effectively, car seats can reduce the risk of fatal injury by 71% for infants and 54% for toddlers.
The Ad Council and NHTSA have collaborated for more than a decade encouraging parents and caregivers to secure their children in age and size appropriate car seats and booster seats. This year, the campaign continues to spread this important message during Child Passenger Safety Week, running from September 15-21, and beyond.
In addition to the new “Love Protects” PSA, NHTSA and the Ad Council are teaming up with Second Chance Productions and their upcoming animated movie GRACIE & PEDRO: PETS TO THE RESCUE to extend the child car safety message. The upcoming family film, premiering October 18, 2024, takes audiences on a journey packed with mischief, humor, and heart, reminding us that friendship isn't just life's greatest reward—it's the ultimate adventure. Featuring the voices of Susan Sarandon, Bill Nighy, Brooke Shields, Danny Trejo, Alicia Silverstone and Al Franken, the animated feature’s support of child passenger safety will encourage kids and adults to buckle up and stay safe while traveling.
Child Passenger Safety Week concludes with National Seat Check Saturday, a day for parents and caregivers to receive free car seat checks and instruction on correctly installing and using the right car seats for their kids. In 2024, there are nearly 5,000 registered car seat inspection stations nationwide where families can go to receive hands-on education from a certified child passenger safety technician. For more information on safe car seat practices and to find a local car seat inspection station, visit NHTSA’s website.
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About NHTSA
For more than 50 years, the National Highway Traffic Safety Administration (NHTSA) has served as the key federal agency charged with improving safety on our nation’s roadways. As part of the U.S. Department of Transportation, NHTSA is working to reduce traffic-related deaths and injuries by promoting the use of seat belts and child safety seats; helping states and local communities address the threat of distracted, drunk and drug-impaired drivers; regulating vehicle safety standards and investigating safety defects in motor vehicles; establishing and enforcing fuel economy standards; conducting research on driver behavior and traffic safety; and providing consumer information on issues ranging from child passenger safety to impaired driving. For more information visit www.nhtsa.gov.
About Leo Burnett
Leo Burnett is a creative solutions company founded on the idea that "what helps people helps business." By solving human problems with the power of creativity, Leo Burnett delivers value for people and prosperity for brands across more than 50 offices in 45 countries. To learn more about Leo Burnett and its rich, 89-year history, visit LeoBurnett.com.
About The Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram, LinkedIn and X, and view campaign creative on YouTube.
Media Contact
Ben Dorf
The Ad Council
Bdorf@adcouncil.org