Ad Council and NHTSA launch new PSAs for “Never Happens” campaign
The Ad Council and the National Highway Traffic Safety Administration (NHTSA) 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,” states a release.
“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, states the release, 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.
