This National Child Passenger Safety Week, the Ad Council and NHTSA deliver lifesaving reminders to ensure children are in the correct car seat for their age and size.
WASHINGTON, Sept. 22, 2026 /PRNewswire/ — As part of National Child Passenger Safety Week, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) launched new public service advertisements (PSAs) and a new campaign tagline in support of their child car safety campaign. The new creative reminds parents and caregivers of children ages 14 and younger to make sure their kids are in the correct seat for their age and size.
The new tagline, “They Grow. You Check.” brings awareness to a child’s continued growth over time and emphasizes encouraging parents to check that their kids are in the right seat for their age and size. Although many parents are navigating busy schedules, resources on NHTSA’s website, including the Car Seat Finder Tool, can help them quickly and easily select the right car seat for their child’s age and size. In addition, the website provides a database of car seat inspection stations.
“Every parent wants to keep their child safe but may not know how to find the right car seat for their child’s age or size,” NHTSA Administrator Jonathan Morrison said. “NHTSA is taking the guesswork out of car seat shopping by providing quick and simple tools and information for parents and caregivers. The right car seat, properly installed, is the best tool we have to protect a child in a crash, and we want to help parents make sure every child is safe.”
Motor vehicle crashes remain a leading cause of death for children under 14. But when used effectively, car seats can reduce the risk of fatal injury by 71% for infants and 54% for toddlers. That’s why the new PSAs assure parents and caregivers that NHTSA can help them ensure their child is in the right car seat for their age and size.
The new work, developed pro bono by the creative agency BUCK and Part and Sum, both part of the Residence network, shows how parents have to juggle multiple roles – they are chefs, chauffeurs, and tutors all rolled into one. These PSAs emphasize the understanding that parents don’t need to be experts at everything, and they can lean on NHTSA’s expertise to keep their child safe on every car ride. They also remind parents and caregivers of the importance of correct car seat use and fit.
“Parents believe they’re doing the right thing but often rely on instinct and comfort instead of verification,” said Michelle Hillman, Chief Campaign and Program Officer, the Ad Council. “We want to make car seat safety simple for parents and caregivers. Parents can trust NHTSA’s resources to confidently help them find a car seat that’s right for their child at every age and size.”
The campaign directs audiences to NHTSA.gov/TheRightSeat, and NHTSA.gov/Protegidos in Spanish, for more information on correctly securing children in vehicles. The PSAs, available in both English and Spanish, will run nationally in donated TV, radio, print, outdoor, and digital space.
Child Passenger Safety Week, Sept. 20 through 26, concludes with National Seat Check Saturday, where parents and caregivers can receive free car seat checks in their local communities. In 2026, there are nearly 5,000 registered car seat inspections stations nationwide where families can receive hands-on education on how to correctly install car seats from a certified child passenger safety technician.
For more information on safe car seat practices and to find a local car seat inspection station, visit NHTSA.gov/TheRightSeat and NHTSA.gov/Protegidos.
About NHTSA
For more than 50 years, the National Highway Traffic Safety Administration (NHTSA) has served as the key federal agency charged with improving safety on our nation’s roads. As part of the U.S. Department of Transportation, NHTSA is working to reduce traffic-related deaths and injuries by promoting the use of seat belts and child safety seats; helping states and local communities address the threat of distracted, drunk and drug-impaired drivers; regulating vehicle safety standards and investigating safety defects in motor vehicles; establishing and enforcing fuel economy standards; conducting research on driver behavior and traffic safety; and providing consumer information on issues ranging from child passenger safety to impaired driving. For more information visit www.nhtsa.gov.
About The Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day. To learn more or get involved, visit AdCouncil.org, join the Ad Council’s communities on Facebook, Instagram, LinkedIn and X, and view campaign creative on YouTube.
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SOURCE The Ad Council
