shots.netChild Car Safety (The Right Seat)
Also: Child Passenger Safety · Love Protects · The Right Seat
NHTSA and Ad Council campaign urging parents and caregivers to put children 14 and under in the right car seat, booster seat or seat belt for their age and size, directing them to NHTSA.gov/TheRightSeat. Launched as 'Child Car Safety' around 2017 by merging the earlier Child Passenger Safety and Seat Belt Safety campaigns; 2024 'Love Protects' creative frames car seat checks as an act of love.
- Years
- 2017–now
- Country
- United States
- Budget
- NHTSA briefing: "$235,287,700 in donated media" for the joint child passenger safety campaigns from 2005 through Q3 2011 (predecessor campaigns).
- Topic
- Traffic safety
- Asks people to
- Start
- Strategy
- HumorSimple instruction
- Channel
- OutdoorPrintRadioSocial (paid)TV
- Audience
- ParentsParents and caregivers of children 0-14; English and Spanish.
Evidence
NoneUnknown
Sponsor (who paid)
- Ad Council Ad Council (pro bono), campaign producer
- National Highway Traffic Safety Administration (NHTSA) Federal government, partner/sponsor
Credits (who made it)
- Leo Burnett (Chicago) Creative, 2021-2024 source
- Wordsworth & Booth Creative source
Executions (individual ads)
- Get the Big Things Right tv
- Love Protects 2024 · tv
- Same age, same birthday, two different right seats 2026 · social-paid · meta-ad-library · 400K - 450K impressions · spend $4.5K - $5K
- The seat you buckle a dozen times a day is worth one minute 2026 · social-paid · meta-ad-library
- Between breakfast and the front door, there's a minute 2026 · social-paid · meta-ad-library
- Check both age AND size to find the right car seat 2026 · social-paid · meta-ad-library
Related campaigns
- Buzzed Driving Prevention 2005–now
Sources
- New campaign on proper child car seat practices during National Child Passenger Safety Week (Ad Council) sponsor · 2024
- Leo Burnett creates child safety campaign for the Ad Council (Reel Chicago) news
- NHTSA/Ad Council Child Passenger Safety Spanish-language PSA talking points (archived safercar.gov) archive · 2012
Research notes
Credits checked 2026-10-22 against fetched pages: Leo Burnett (Reel Chicago, 22 September 2021; Ad Council release, 17 September 2024, 'Developed pro bono by creative agency Leo Burnett'), Wordsworth & Booth (named under 'Agencies' on the Ad Council campaign page, no year or role; the page also lists TA Films, BUCK and Ad Council Creative Studio). Corrected 2026-10-22: Leo Burnett years changed from 2017-2024 to 2021-2024, the span the fetched pages support. startYear 2017 is doubtful: the Reel Chicago item about the 'new Child Car Safety campaign' is dated 22 September 2021. Earlier Ad Council/NHTSA child passenger safety work (LATCH, booster seats, 2005-2016) is not separately recorded. It evolved from the Seat Belt Safety (1985-, pre-2000 scope) and Child Passenger Safety campaigns. Links (#82) from the Ad Council cause page's Visit Campaign Site button, checked 2026-10-23.
Record cases/ad-council-child-car-safety.json, updated 2026-10-23· Link to this campaign