Park Pictures’ Lisa Rubisch, the Ad Council, and the NHTSA Urge Parents to “Stop. Look. Lock.”

“As warmer temperatures approach and people everywhere get excited for summer, the Ad Council and the National Highway Traffic Safety Administration (NHTSA) are interrupting the excitement with a word of caution.

In partnership with agency Chemistry, the organizations have launched new PSAs to educate parents and caretakers on the deadly dangers of hot cars, especially for children.

The campaign, titled ‘Never Happens,’ ushers in summer with national TV, radio, print, outdoor and digital ads in English and Spanish that call attention to real situations that can occur to parents and caretakers, even when they think it could never happen to them.

Two 60-second spots depict vignettes of life’s imperfect moments to show the many things parents promise never to do. However, ‘never’ happens, such as forgetting a child in a hot car or having a child stuck in a car.

The campaign reinforces the call-to-action to always ‘Stop. Look. Lock’ to prevent that from happening. It also educates on how dangerous hot cars can be.

‘Hot car deaths are heartbreaking, but they are also preventable,’ said Sophie Shulman, deputy administrator at the NHTSA. '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.'" 

Head to Ad Age to learn more about this Creativity Editor’s Pick.