Ad Council & Park Pictures' Lisa Rubisch Tackle Child Hot Car Deaths in New PSA
As part of National Heatstroke Prevention Day, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) today launched new public service advertisements (PSAs) for their “Never Happens” campaign.
Pediatric vehicular heatstroke remains the leading cause of non-crash, vehicle-related fatalities for children 14 and younger and typically presents in one of three key scenarios: children forgotten in a car by a caregiver, children gaining access to unlocked vehicles on their own and being unable to get out, and children left behind in a car. The campaign features all three scenarios, with today’s new PSAs focusing on being left behind.
“The tragic fact is, all hot car deaths are 100% preventable, regardless of how they unfold,” said Michelle Hillman, chief campaign & program officer, the Ad Council. “By expanding the ‘Never Happens’ campaign with NHTSA, we are reinforcing a life‑saving message for parents and caregivers nationwide: prevention starts with awareness and simple, consistent actions.”
The new PSAs tell the story of parents who want the best for their kids. They never intend to put their children’s health and safety at risk, even in small ways like letting them eat dessert for dinner or have hours of screen time. But real life can sometimes get in the way of the best intentions. Human moments of forgetfulness or hurry can turn tragic, especially if children are left behind in quickly overheating vehicles. By highlighting how easily “never” can happen, the new creative reinforces the behavior changes parents are encouraged to adapt to avoid putting their child at risk of heatstroke.
“Hot vehicles pose a serious and often underestimated danger to children,” said Jonathan Morrison, NHTSA Administrator. “This campaign helps ensure families understand how these tragedies occur and gives parents the tools to prevent them. Remember: when you park, Stop. Look. Lock.”
Developed pro bono by independent creative agency Chemistry, the new creative reminds busy, yet devoted parents that good intentions alone are not enough to prevent these tragedies, and that consistent habits are key to keeping children safe.
“As parents, we love to reassure ourselves that we would never let certain things happen to our families,” said Chemistry Executive Creative Director, Mike Groenewald. “The unfortunate truth is, ‘never’ happens more often than we’d like to think."
As part of the broader campaign effort, the Ad Council is also collaborating with Richard Scarry’s Busy WorldTM for a pro bono marketing partnership featuring the whimsical characters and silly vehicles that have delighted generations of families. By developing custom materials with these iconic images, the campaign’s message will reach parents in a new and engaging format in preschools and daycares across the country.
The new “Never Happens” creative will run nationwide across donated media in both English and Spanish, including television, radio, digital, social, and out-of-home placements.
Important information about how to protect kids from the dangers of hot vehicles:
- Never leave your child alone in a car, even if you think you’ll only be gone for a minute.
- Lock your car when you aren’t using it. Even if you don’t have a child of your own, a child in your neighborhood could get into your unlocked vehicle.
- Remember to always look in the backseat before you leave your vehicle to make sure your child has been dropped off at daycare or with a caregiver, not left behind in the car seat.
- Give yourself visual cues: Keep an item in the back seat, like a teddy bear, that you put up front with you whenever your child is in the car seat. Or, put your purse or phone in the back seat with the child.
- If you see a child in distress in a vehicle, ACT. Call 911 immediately and get help.
- Visit NHTSA.gov/Heatstroke to find more important information about preventing hot car injury and death.
