From 2012 to 2016, 1,692 children ages 8 to 14 were killed in cars, SUVs, pickups, and vans. A full 50% of those who died were unrestrained at the time of the crash. The Seat Belt Safety campaign pulls from the insight that as a parent, sometimes you have to let your kids have their way. But your kid’s safety should never be up for negotiation, no matter how much they push back on the seat belts being uncomfortable, unnecessary for just a “short drive” or any other excuses. The campaign utilizes the concept that “life as a parent is full of compromises, but seat belt safety for my children is not up for negotiation.” The PSAs direct parents to NHTSA.gov/KidsBuckleUp (English-language) and NHTSA.gov/ChicosAbrochense (Spanish-language).