The Ad Council and NHTSA unveiled a new set of public service advertisements (PSAs) to highlight the importance of always securing children in the right car seat, booster seat or seat belt.In 2017, 675 children under the age of 13 were killed while riding in passenger vehicles, according to NHTSA data. Of those killed, more than one in three (35%) were not using a car seat, booster seat or seat belt. When used correctly, these safety restraints can dramatically reduce the risk of fatality or injury.To create the campaign, Leo Burnett (working pro bono) mined insights from parenting research and trends, focusing on the idea that parents will do anything for their children. The TV PSAs feature relatable scenes of parents carrying out selfless acts — from watching their child's soccer game in the pouring rain to soothing a crying baby at 4am. The videos cleverly nudge parents to become more informed about car seat and seat belt recommendations by noting that, if they're willing to go to these lengths for their children then, surely, they would also visit NHTSA.gov/TheRightSeat to ensure their kids' safety.The new creative work, available in English and Spanish, includes TV, radio, out-of-home and digital assets. Per the Ad Council's model, the new PSAs will be distributed to media outlets nationwide and will run in donated media time and space. CreditsAgency: Leo BurnettThe Ad CouncilClient: NHTSA