Background:
Vermont’s Child Passenger Safety Program (CPS) faces a challenge common across the country: how to reach parents and guardians of 8-12 year olds with the message that their child may not yet be ready for seat belts and may still need a booster seat – and that child passenger safety restraints are the law in Vermont. We worked with CPS to develop and execute a research-based social marketing plan for a new media campaign, Be Seat Smart. Although CPS originally approached this campaign as a booster seat campaign, the creative materials were developed with built in flexibility to reach families with children of all ages since national research showed that most parents with preteens also have another younger child in the home.

Target Audience: 
Parents and guardians of preteens (8-12 year olds)

Materials developed:

• Campaign identifier
• TV, radio, print and movie theater ads
• Campaign website
• Vehicle wrap (SUV and trailer)
• News releases
• Retractable floor banners
• Tabletop display
• Booster seat flyer
• Promotional items
• Coordination and media promotion for events

Impact:

• The number of safety seats seen at Vermont inspections increased from 476 in 2007 to 556 in 2008.
• The number of calls to the toll-free number increased in September and October 2008 from the previous year.
• CPS received new sponsorships from Passumpsic Savings Bank, Vermont Pure and A-maize-ing Kettle Korn.