"The Right Seat"
Motor vehicle crashes are a leading cause of death for children age 1 to 13 in the USA. Based on 2012 NHTSA crash data, each day an average of almost 2 children (age 12 and younger in a passenger vehicle) were killed and 332 injured. This fatality rate could be reduced by about half if the correct child safety seat were always used.
Through market research we’ve found that audiences are overconfident and think their kids are safe in the car. Parents constantly worry about their children's safety, yet car crashes aren't even on their radar as a real danger.
New PSAs released in 2012 use anecdotal humor to show how parents today like to be up on the latest facts about their children, but many times forget about car seat safety. The PSAs encourage parents and caregivers with children ages 0-12 to visit safercar.gov/therightseat. The website helps parents find the right car seat for their child's age and size and also features NHTSA’s best practices.
Meanwhile, Hispanics are likely to move their children out of car seats and booster seats sooner because many are unaware of the extra steps they can take to better protect their children. For many, car restraint use is a learned behavior in the United States and was not a cultural norm “back home.”
The new Spanish PSAs spark a feeling of “I can do more to protect my child’s future” and urge parents and caregivers to immediately seek out more information on car seat safety by visiting safercar.gov/protegidos.