Ad Council • NHTSA Never Happens: Raising Awareness to Prevent Hot Car Deaths
On National Heatstroke Prevention Day, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) launched a powerful campaign titled “Never Happens.” Created with the pro bono assistance of Chemistry, a creative agency, this initiative aims to remind parents and caregivers of the dangers posed by hot vehicles and the steps they can take to prevent child heatstroke deaths.
The Campaign’s Message
The “Never Happens” campaign highlights the tragic reality that hot car deaths can occur to anyone, but they are always preventable. This message is conveyed through a series of public service advertisements (PSAs) that showcase the often-overlooked risks of leaving children in hot cars. The campaign emphasizes that despite parents’ best intentions, life’s unpredictability can lead to such tragedies.
A Collaborative Effort
Michelle Hillman, Chief Campaign Development Officer at the Ad Council, underscores the long-standing partnership between the Ad Council and NHTSA in promoting road safety. This campaign continues that legacy by focusing on the critical issue of child hot car deaths. Hillman notes, “Child hot car deaths are deeply tragic—and they are 100% preventable. With this new work, we hope to increase parent and caregiver knowledge around the dangers of heatstroke to help them keep our most precious passengers safe.”
NHTSA Deputy Administrator Sophie Shulman adds, “We are asking all Americans to understand the risks posed by hot cars and do their part to keep children safe. When you park, Stop. Look. Lock.”
The Heart of the Campaign
The “Never Happens” PSAs use touching vignettes of life’s imperfect moments to illustrate how easily parents can forget a child in a car. The PSAs urge all caregivers to always “Stop. Look. Lock.” before walking away from their vehicles. The campaign aims to remind parents that, although they might think it will never happen to them, the risk is real and preventable.
Broad Reach and Impact
The campaign, launched as temperatures begin to rise across the country, includes TV, radio, print, outdoor, and digital assets available in both English and Spanish. These PSAs will be placed nationally, with a focus on “sunbelt” states where the majority of pediatric vehicular heatstroke deaths occur.
Real-Life Relevance
Directed by Lisa Rubisch, the PSAs strike a balance between serious subject matter and a relatable, lighthearted approach. Rubisch explains, “I loved how the scripts took a serious subject and were able to impart a lighthearted approach to make it palatable and relatable to viewers who might otherwise look away.”
Preventing Hot Car Deaths
Hot car deaths can occur even in shaded areas with temperatures as low as 60 degrees, and children’s bodies warm up three to five times faster than adults’. To prevent such tragedies, parents and caregivers should:
- Always lock their car when not in use.
- Never leave a child alone in a car, even for a short time.
- Understand that rolling down windows does little to keep a vehicle cool.
- Always check the back seat before leaving the vehicle.
- Keep a reminder, such as a teddy bear or purse, in the back seat.
For more information and tips on preventing hot car deaths, visit NHTSA.gov/Heatstroke.
Conclusion
The “Never Happens” campaign by the Ad Council and NHTSA is a crucial reminder of the dangers of hot cars and the simple steps that can prevent child heatstroke deaths. By spreading awareness and encouraging proactive measures, this campaign aims to protect the lives of our youngest and most vulnerable passengers.
