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Special Project

Special Project NEW!

Social Native, Ad Council - #TheRightSeat

Entered in Youth & Family

Objective

Motor vehicle crashes are a leading cause of death of children aged 14 and younger. In 2020, 755 children under 14 were killed in the US in traffic crashes. Of those killed, more than one in three (42%) were not using a car seat, booster seat or seat belt. However, when used effectively, car seat restraints can reduce the risk of fatal injury by 71% for infants and 54% for toddlers.  

By launching a creator campaign through Social Native, Ad Council set out to amplify their Child Car Safety campaign message The objective was to work with parents across different cultures, ages, and ethnicities to boost understanding to find #TheRightSeat for a child’s age and size.

Strategy

According to NHTSA, when installed correctly, car seats can reduce the risk of fatal injury in a crash by 71% for infants and by 54% for toddlers. 

Social Native partnered with U.S.-based parent creators diverse in age, gender, culture/ethnicity, language, and with a range of different child ages, to provide Ad Council with high-quality social content to resonate with hard-to-reach groups. 

The Instagram campaign prompted parents to post a loving picture with their child/children to amplify the simple message—with all of life’s unforeseen dangers, following child car safety practices is one of the easiest ways to keep your child safe in the new year.

Results

In less than 14 days, Social Native sourced and collaborated with 20 micro-influencer parent creators from across the country to collectively reach over a quarter of a million users on Instagram. Each parent, in their own authentic words (English and Spanish), guided their followers to visit NHTSA.gov/TheRightSeat to make sure their children are buckled up correctly in the right seat for their age and size. The awareness campaign drove 35,000 in-feed impressions and 9,000 in-feed engagements producing a 3.7% engagement rate. Critically, it created an increase in child car seat safety conversations across Instagram—encouraging parents to “get the big things right” when it comes to kids’ safety in the car. The campaign hashtag, #TheRightSeat currently has over 3,200 posts on Instagram.

It’s more than just taking a photo—by working with passionate creators across the country, Ad Council is able to reach their target demographics, keep up with content consumption, and unify their constructive voice across platforms.

To date, Social Native has developed 100+ pieces of unique social content with the rights to re-use for Ad Council to amplify priority social public service announcements like child car seat safety. Together, this partnership is creating positive change, inspiring communities, and improving lives.

Media

Entrant Company / Organization Name

Social Native, Ad Council, on behalf of National Highway Traffic Safety Administration