NHTSA Releases New PSA For Child Passenger Safety Week

New York, NY - Monday, September 22, 2008 - The Advertising Council, in partnership with the National Highway Traffic Safety Administration (NHTSA) announced today the launch of new public service advertisements (PSAs) designed to raise awareness of the LATCH (Lower Anchors and Tethers for Children) system. The LATCH system was developed to make it easier for parents to correctly install child safety seats into vehicles.

According to NHTSA, 3 out of 4 kids are not as secure in the car as they could be because their car seats are not used correctly. Additionally, 40 percent of parents still rely on the vehicles' seat belts when installing their car seat rather than using LATCH. Furthermore, only 55 percent report using the upper tether, which provides additional attachment of the child safety seat to the vehicle and has been shown to reduce forward movement of the child's head, minimizing risk of head impact.

The PSAs, part of the Ad Council's longstanding occupant protection education campaign with NHTSA, educate parents and caregivers about what the LATCH system is and the safety benefits it provides for your children. Created pro bono by The Richards Group, the new PSAs are designed to raise awareness among all parents and caregivers, about the importance of securing their child properly in their car seats. Additionally NHTSA and the Ad Council have collaborated with The Baby Einstein Company on a complementary campaign, including TV and outdoor PSAs, which feature music and favorite characters from Baby Einstein™, designed to educate a new generation of parents on the LATCH system. The ads direct viewers to www.safercar.gov for more information.

"Informed parents and caregivers are the first line of defense for our youngest passengers traveling on our nation's roads," said NHTSA Acting Administrator David Kelly. "LATCH is an effective way to keep children restrained in a vehicle and safe in the event of a crash."

The campaign, which features television, radio, print, outdoor and online PSAs, including Spanish-language advertising, will be distributed to media outlets nationwide this month. Per the Ad Council's model, the PSAs will appear in advertising time and space donated by the media.

"We really enjoy working with the Ad Council and the U.S. Department of Transportation," said David Canright, Creative Group Head, The Richards Group. "We are able to do great work that is engaging as well as endearing. But best of all, it may save lives in the process. There's no better feeling than that."

"The Ad Council is thrilled to partner with Baby Einstein and NHTSA in our continuing effort to save lives with our Occupant Protection Education campaign," said Peggy Conlon, President and CEO, the Ad Council. "We believe that these compelling PSAs will help educate parents that the LATCH system should be a necessity when securing children into their car seats."

To hear the Ad Council's Public Service Announcement [CLICK HERE].

Ironwood Public Safety Department (IPSD) Officer Andrew DiGiorgio is a certified Child Passenger Safety Technician. DiGiorgio accepts appointments to inspect child car seats free of charge at IPSD. He is only one of a few technicians in the Upper Peninsula. For more information call (906) 932-1234.