Occupation Protection Creative Presentation_6.1.18

NHTSA
Occupant Protection Creative Review

Overview
Today’s Purpose:
Share initial creative concepts, align on optimizations for CRC and final
NHTSA meeting.
What You’ll See Today:
1. Strategy Recap
2. Two Distinct Integrated Ideas

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Our Objective
Ensure all parents and caregivers are properly
securing their children (ages 0-14) in the best
car restraint for their age and size.

The Problem
Car crashes are a leading cause of death
for children ages 1 to 13.
Yet many of these deaths can be prevented by
educating parents on properly securing their child in
the right restraint for their age and size.

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Cultural Truth
Parents are bombarded with issues concerning their children,
their psyches are constantly under attack

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And they’re doing everything
in their power to nurture them,
keep them safe and ensure
their future is bright

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“I sort of feel like I know what I am doing
now. It doesn’t feel as scary.”

“His legs were too long and he looked so
uncomfortable. I knew his head and neck were strong
enough so I turned the seat around.”

But when it comes to car seat safety,
parents are not nearly as vigilant because they
don’t know the rules
“He wanted to drive in the front seat. It was just
the one time. It makes him happy.”

Source: The Family Room “Passion Points™ of Child Passenger Safety Compliance Study

“I know how to put a car seat in. I don’t
need to find more information.”

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Our Ambition
Disrupt the comfortable, confidence parents have when it comes to their
child’s car restraint safety and get them to question whether their child is
in the right seat for their age and size..

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Current approaches and media focus on fear.

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But parents are looking for
support, empathy and empowerment.

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They want to be recognized and treated like the
good parents they see themselves as and they
welcome tools, information and guidance to help
them be better parents.

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OVERARCHING STRATEGY
Inspire them to be an awesome parent every day
by helping them properly secure their child.
ROLE OF NHTSA
Empathetic and empowering expert
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The Things
We Do For Love

Insight:
The love a parent has for their child knows no bounds – from late nights rocking them to sleep to long drives
to see them play baseball, and everything in between, there is absolutely nothing we wouldn’t do for our kids.
So imagine if these parents knew that maybe, just maybe, they might not know everything there is to know
about child seat safety.

Idea:
Let’s remind parents about all the amazing, wonderful, gross, disgusting, selfless things they do
for their children and how if they’re doing that…doesn’t it just make sense to visit our website and
make sure they’re up to date on their car seat safety knowledge.

The Things We Do For Love— TV/ OLV

“SNOT” :30
Open in a house at night. Mom and Dad are dead asleep.
In the next room, the baby whimpers, then sniffles. Then it’s that awful
sound where he’s too congested to breathe. Poor kid.
He starts to cry.
Dad pries his eyes open, forces himself to sit up and stumbles to the
baby’s room. He wipes the baby’s nose, but can’t clear it.
Now the kid is upset. Dad knows what he has to do.
He exhales a long breath, then leans over, uses his Nose Frida on the
baby’s nose and literally sucks the snot from his firstborn’s nostrils.
He stops and gags.
But then leans down and continues.
AVO:

If you love them enough to suck the snot
out of their nose at 4 a.m.,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

The Things We Do For Love— TV/ OLV

“TASTE TEST” :15
Open on Mom in the kitchen. She holds a baby bottle with possibly
over-stored breast milk. She lifts the bottle towards her mouth
and then back down. She’s very hesitant. Cut to a wide shot of the
kitchen, mom’s back facing the camera, we hear a quick slurp.
AVO:

If you love them enough to taste test your
own, possibly over-stored, breast milk,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

The Things We Do For Love— TV/ OLV

“CATCHING PUKE” :15
Open on Mom and her kid sitting around the dining table. Mom
scoops a spoon full of homemade puree and tries to feed it to her kid.
The kid makes a weird face. Instinctively Mom knows what’s coming.
MOM:

N,n,n,n,n,n,n,no, no, no

Without thinking she holds out her hand and catches her kid’s puke.
AVO:

If you love them enough to catch their puke,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

The Things We Do For Love— TV/ OLV

“SWORD FIGHT” :15
Open on a Dad who has his guy friends over for a football game.
Cardboard sword fight breaks out with his 6 year old son. The boy
stabs his dad through the arm pit. The Dad dies dramatically.
KID:

Let’s do it again!

Dad gets up and gets back in position.
AVO: If you love them enough to die 17 times in a row
during the game,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

surely you’ve
checked NHTSA.gov
ou’ve che
ure they’re
they in the right car seat.
to make sure

The Things We Do For Love— TV/ OLV

“SOCCER” :15
Open on a Dad sitting in the bleachers of a sports game. He is
wearing a raincoat with a hood getting poured on. He is clapping
and cheering.
AVO:

If you love them enough to drive an hour to
cheer them on as they get beat 11-0 in the rain,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

The Things We Do For Love— TV/ OLV

“MALL” :06
Open on a peaceful mall. A very energetic 6 year old boy runs
through a lingerie store and his dad tries to catch him.
AVO: If you love them enough to take them to
the mall knowing you’ll do more chasing
than shopping,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

The Things We Do For Love— TV/ OLV

“SCHOOL PROJECT” :06
Open on Dad and his 10 year old Daughter preparing for an
exam with flash cards.
AVO:

If you love them enough to stay up until 3 a.m.
to help them memorize all 50 state capitals,

then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.

Cut to car seats on blue with logo.

SUPER: nhtsa.gov/TheRightSeat

d NHTSA.gov
surely you’ve checked
re in the right car seat.
to make sure they’re

The Things We Do For Love— DIGITAL

SOCIAL RESPONSE
Parents are constantly sharing everything they do for their
child on social. We’ll find those who are stunning examples
of selflessness and respond to them with our message.

The Things We Do For Love— DIGITAL

SOCIAL RESPONSE
So to show we truly support and relate to them, well use their
real comments and amplify them for being a great parent,
reposting what they do, in a mini PSA campaign post.

The Things We Do For Love— DIGITAL

SOCIAL RESPONSE

The Things We Do For Love— OOH/ PRINT

The Things We Do For Love— OOH/ PRINT

The Things We Do For Love— OOH/ PRINT

CONTEXTUAL PRINT AT OOH
Placed outside a boyband concert at an amphitheater.

The Things We Do For Love— OOH/ PRINT

CONTEXTUAL PRINT AT OOH
Placed outside Disney World.

The Things We Do For Love— OOH/ PRINT

CONTEXTUAL PRINT AT OOH
Placed outside kiddie water park.

The Things We Do For Love— OOH/ PRINT

CONTEXTUAL PRINT AT OOH
Placed outside children’s show – musical, movie, play, etc.

The Things We Do For Love— OOH/ PRINT

CONTEXTUAL PRINT AT OOH
Placed near airport baggage claim.

The Things We Do For Love— DIGITAL

ONLINE MEDIA

The Things We Do For Love— DIGITAL

DECOY DRONE PARENT CLICKBAIT
We’ll partner with sites like Buzzfeed and Huffington Post
to create a series of silly clickbait headlines that appeal
to drone parents. We’ll let parents know that if they have
time to click on headlines like that, they surely have time to
check to see if they’re using the right car seat.

HEADLINES:

“10 Outfits For Your Toddler
That Are Hilariously Adorable.”
“Check Out This New App That
Can Tell When Your Kid Is Lying”

The Things We Do For Love— DIGITAL

CONTEXTUAL PRE-ROLL

“If you them enough to re-learn
all your multiplication tables,
then surely you’ve checked NHTSA.gov
to make sure they’re in the right car seat.”

70’s Parent

Insight:

When it comes to parenting we think we
are doing everything we can for our children.
Well guess what? So did 70’s parents.

Idea: 70’s Parent

Let’s use 70’s Parents, who’s parenting skills seem ridiculous to today’s parents,
to call into question whether or not today’s parents are being ridiculous
by not having their child in the right seat.

70’s Parent — OOH

For 70’s Parent,
a rear-facing car
seat was letting
your kid ride
in the way-back.
But, they didn’t have
nhtsa.gov/TheRightSeat
to know any better.

70’s Parent — OOH

You have
ntsha.gov/TheRightSeat
to know when your child
can ride in the front seat.
That never really came up in
conversation for 70’s parent.

70’s Parent — OOH

70’s Parent didn’t
have the luxury of
ntsha.gov/TheRightSeat
to know when to
move their kid
to the next car seat,
or that there was
a next car seat.

70’s Parent — TV

“Know Better” :30
OPEN on a white Trans-am drifting into frame in a suburban neighborhood from the
1970s. In the background, we see a group of kids running through sprinklers and
jumping onto a “slip ‘n slide”. The film looks like it’s from that era as we cut in close
to the driver, also of the era with a bushy moustache, bushier chest and sunglasses.
He talks to camera.
70s:

70’s Parent here.
I know it’s easy to say we didn’t have any idea what
we were doing. Letting our kids eat sugar cereal, toss giant darts
at each other as backyard fun, and bounce around untethered in
the way-back of our station wagons was all just a way to show
our kids how much we cared. But hey, we didn’t know any better.

70s:

But you can.
All the information you need is at in one of your computer
super machines.

A super appears over screen with our url.
70’s Parent looks confused as he tries to read it,
because URLs didn’t exist in the 70’s.
SUPER:
70s:

ntsha.gov/TheRightSeat
…what that Earl right there says.

CUT to a car seat mnemonic starting with a backward facing seat,
then forward, then booster and then a seat belt.
LOGO:

AdCouncil

70’s Parent — TV

“Road Trip” :15
OPEN on, 70’s Parent, working on his truck’s motor in his 70’s garage.
He turns and talks to camera.
70’s PARENT:

I built custom wooden benches for my truck,
threw a topper on it, and drove 18 hours to
Colorado with my kids in the back.
I’m 70’s Parent, and I don’t know any better.
But you can— Go to this Earl to make sure.

A super appears over picture.
SUPER:

ntsha.gov/TheRightSeat

A 6-year-old kid rolls out from under the truck
holding a wrench and the brake pin.
KID:

What’s this, Dad?

70’s PARENT:

That’d be the brake pin, son. It’s important.
Put it back.

CUT to a car seat mnemonic starting with a backward facing seat,
then forward, then booster and then a seat belt.
LOGO:

AdCouncil

70’s Parent — The Act

Live 70s Parenting Panel
Let’s have 70’s Parent help parents learn how to be the best
parent they can be by hosting talk with a panel of parenting
experts, including 70’s parent for comic relief, and share it with
all interested parents via Facebook live.

Next Steps
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13

TBD Present concepts to CRC
6/6 Present to full NHTSA team
6/18-6/20 Comm. Check Research
7/31-10/1 Production
Early Oct Launch