Child Car Safety Campaign Toolkit
This toolkit is a resource to extend the reach of this important campaign. It includes PSAs, printable materials, social media assets, and helpful tips to engage your partners and your community. The goal is to remind parents and caregivers that loving and protecting their children means double-checking that they are secured in the right car seat for their age and size.
Below are tips to amplify your support:
- Make It Newsworthy: Incorporate content into your local news segments. Talking points available.
- Post on Social: Use our pre-scripted content, or create your own.
- Share Online and Offline: Embed our PSAs and social graphics on your site and social channels. Use our guide for local activation and event ideas.
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558
Motor vehicle crashes are a leading cause of death for children 14 and younger. In 2023, 556 children 12 and younger were killed in traffic crashes while riding in passenger vehicles. -
64%
In 2023, 64% of the children who died while riding with unrestrained passenger vehicle drivers were also unrestrained -
11,606
NHTSA estimates that from 1975 to 2017, child restraints have saved the lives of 11,606 children under the age of five in passenger vehicles.
However, when car seat restraints are used effectively, they reduce the risk of fatal injury by 71% for infants and by 54% for toddlers.
Featured News
New Creative Campaign Educates Parents on Proper Child Car Seat Practices During National Child Passenger Safety Week
Resources for Campaign Amplification
We've provided all the resources you need to support the message of child car safety in your community. Check out the documents below and click through to view all content available.
Featured News
NASCAR Driver Joey Logano partnered with the Ad Council and NHTSA to release a new PSA for Child Passenger Safety Week, featuring his daughter, Emilia.
Frequently Asked Questions
- What is Child Car Safety campaign?
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The Child Car Safety Campaign ensures parents and caregivers are properly securing their children in the best car seat, booster seat, or seat belt for their age and size, while also reminding parents to buckle up their child in the back seat.
The campaign celebrates child car safety as an act of love and reminds parents and caregivers that loving and protecting their children means double-checking that they are secured in the right car seat for their age and size. - What's the scale of this issue?
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Motor vehicle crashes are a leading cause of death for children 14 and younger. In 2023, 556 children 12 and younger were killed in traffic crashes while riding in passenger vehicles.
According to the National Highway Traffic Safety Administration (NHTSA), over the ten-year period from 2012 to 2023, over 38,984 people died in distraction-affected crashes.
However, when car seats are used correctly, they can reduce the risk of fatal injury by 71% for infant's and 54% for toddlers. - Who is the Child Care Safety campaign's target audience?
- Child Car Safety Campaign targets parents and caregivers with children ages 0-14.
- How do I get copies and access the public service announcements?
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All PSAs are available for preview and can be accessed by media supporters on our site.
To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.
AdCouncil.org Features Include:
• TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
• Enhanced search functionality, including faceted search with new filter options
• Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server
Once you access these files, you can use them for educational purposes or in donated media space and time. We would appreciate your help in encouraging media stations or websites to donate space for these ads. To help you with that process, we have some support materials available in the Media Outreach section. Please note: expired PSAs are NOT available for broadcast.
Related campaigns
Heatstroke Prevention
Pediatric vehicular heatstroke is the leading cause of non-crash, vehicle-related fatalities for children aged 14 and younger. Parked cars get hot, fast – and can be deadly. A child’s body temperature rises 3-5 times faster than an adult’s does, and even at temperatures as low as 60°F, a child that has been forgotten or left behind or gained access to a parked car can be at risk of heatstroke within minutes. This campaign reminds families with children that these tragedies can happen to anyone, but they are always preventable.
To learn more about how to prevent heatstroke deaths visit www.nhtsa.gov/heatstroke or www.nhtsa.gov/hipertermia.
To learn more about how to prevent heatstroke deaths visit www.nhtsa.gov/heatstroke or www.nhtsa.gov/hipertermia.
Distracted Driving Prevention
Using your phone while driving is dangerous. According to the National Highway Traffic Safety Administration (NHTSA), over the ten-year period from 2012 to 2023, over 38,984 people died in distraction-affected crashes. And even though drivers know that using their phone while driving is dangerous, they’re doing it anyway, from sending messages or checking apps to creating content.
The temptation for tech is visceral and ever-present, so drivers don’t always realize when they shift into distracted driving. To help address the disconnect between awareness and behavior, the campaign aims to name the problem and encourages drivers ages 18-34 to keep their eyes forward and avoid driving distracted.
The temptation for tech is visceral and ever-present, so drivers don’t always realize when they shift into distracted driving. To help address the disconnect between awareness and behavior, the campaign aims to name the problem and encourages drivers ages 18-34 to keep their eyes forward and avoid driving distracted.
Project Roadblock
Project Roadblock is a multiplatform drunk driving prevention campaign exclusive to local broadcast television stations and is the largest annual station-supported initiative of a single PSA campaign. Sponsored by TVB, the U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA), and the Ad Council, Project Roadblock highlights the dangers of drinking and driving and subsequently motivates men 21-34 years-old to stop driving ‘buzzed.’
For over 20 years, Project Roadblock has proven its ability to inspire change, create impact, and save lives. However, even with this monumental effort, there is still work to be done. In 2023 there were over 12,000 fatalities involving alcohol-impaired driving, or roughly one fatality every 42 minutes. Your support of Project Roadblock raises awareness on this important issue, as we strive to put the brakes on drunk driving. With your help this upcoming December, the road to safety continues.
It's important to support Project Roadblock during the December 26 - 31 period, which is historically one of the most dangerous times to be on the road. Get ahead of the curve by downloading and slotting these PSAs into these dates!
Steps to join this year
1. Register your station's support
2. Donate on-air, online**, and social media inventory.
3. Air spots during the December 26-31 period in support of Project Roadblock.
**When selecting the online link, you will be brought to a site to download video tags for each of the available assets. The online video tags are a standard Excel file, which features embedded creative, and can be downloaded from this link. Your ad operations team should know how to use these to run the online video ads, but if you have specific questions feel free to respond to our delivery email.
Explore the campaign toolkit.
Interested in sponsorship?
Sponsorable creative can only be secured through this form. It can not be requested or downloaded through the tabs below.
For assistance, please reach out to Noel Sanchez, nsanchez@adcouncil.org and Milan Genovese O’Malley, mgenovese@adcouncil.org. Ad Council is closed from 12/23 through the New Year, and queries will not be actively monitored during this time.
Need Help?
For over 20 years, Project Roadblock has proven its ability to inspire change, create impact, and save lives. However, even with this monumental effort, there is still work to be done. In 2023 there were over 12,000 fatalities involving alcohol-impaired driving, or roughly one fatality every 42 minutes. Your support of Project Roadblock raises awareness on this important issue, as we strive to put the brakes on drunk driving. With your help this upcoming December, the road to safety continues.
It's important to support Project Roadblock during the December 26 - 31 period, which is historically one of the most dangerous times to be on the road. Get ahead of the curve by downloading and slotting these PSAs into these dates!
Steps to join this year
1. Register your station's support
2. Donate on-air, online**, and social media inventory.
3. Air spots during the December 26-31 period in support of Project Roadblock.
**When selecting the online link, you will be brought to a site to download video tags for each of the available assets. The online video tags are a standard Excel file, which features embedded creative, and can be downloaded from this link. Your ad operations team should know how to use these to run the online video ads, but if you have specific questions feel free to respond to our delivery email.
Explore the campaign toolkit.
Interested in sponsorship?
Sponsorable creative can only be secured through this form. It can not be requested or downloaded through the tabs below.
For assistance, please reach out to Noel Sanchez, nsanchez@adcouncil.org and Milan Genovese O’Malley, mgenovese@adcouncil.org. Ad Council is closed from 12/23 through the New Year, and queries will not be actively monitored during this time.
Need Help?
