As Child Passenger Safety Week concludes this month, federal regulators and public health officials are launching a refreshed campaign to help parents select the right car seat for their children and understand its importance.
The National Highway Traffic Safety Administration and the Ad Council unveiled new public service announcements and a messaging framework: "They Grow. You Check." The campaign addresses a practical reality that confuses many families—as children develop, their safety needs change, requiring parents to reassess and upgrade car seats accordingly.
According to NHTSA administrator Jonathan Morrison, the goal is to remove confusion from a crucial decision. "All parents want to keep their children safe, but many don't know how to choose the right car seat for their child's age or size," Morrison said. "We're trying to make this easier by providing parents and caregivers with straightforward information and tools. The correct car seat, properly installed, is the best protection a child has during a crash."
Motor vehicle crashes remain among the leading causes of death for children under 14. Properly used car seats reduce the risk of fatal injury by 71 percent for infants and 54 percent for toddlers, according to NHTSA.
NHTSA developed an online tool called "Find the Right Car Seat" and maintains a searchable directory of local inspection stations where certified technicians can guide families through proper installation. Resources are available at NHTSA.gov/TheRightSeat (English) and NHTSA.gov/Protegidos (Spanish).
The campaign materials, created by the creative agency Buck, ground the message in the everyday experience of parents managing multiple responsibilities. The approach emphasizes that parents don't need to be experts in everything—they just need to know where to find reliable guidance.
Michelle Hillman, executive director of campaigns and programs at the Ad Council, said parental confidence often outpaces actual knowledge. "Parents often think they're doing things right, but many times they're relying on instinct or what seems best rather than actually verifying that what they're doing is correct," Hillman said. "We want car seat safety to be simple for parents and caregivers."
The PSAs, available in Spanish and English, are running across television, radio, print, outdoor advertising and digital platforms through donated media space.
National Car Seat Check-Up Saturday, which falls within Child Passenger Safety Week on Sept. 20-26, offers families free car seat inspections and adjustments at certified stations in their communities. Approximately 5,000 inspection stations are registered nationwide, each staffed by a Certified Child Passenger Safety Technician.
For more information, visit NHTSA.gov/TheRightSeat or NHTSA.gov/Protegidos to find nearby inspection stations and get answers about installation.
