Since 1942, the Ad Council has offered trusted advice and inspiring calls-to-action. In fact, they created the category of public service advertising, and their icons and slogans are woven into the very fabric of American culture. The Ad Council is where Smokey Bear lives. The Ad Council saw that “A mind is a terrible thing to waste,” and reminded Americans that, “Friends don’t let friends drive drunk.” 

Today, they are working with the NHTSA on Child Car Safety.

Parents go to great lengths to ensure their children are safe and protected. But when it comes to car safety, they are letting their guard down and may be mistakenly trusting their routine. This strategy connects the boundless love a parent has for their child and empowers parents to apply that love by doing everything possible to ensure their child’s safety. When it comes to properly securing their child in the car, it’s their duty to keep them safe. 

PLEASE CHECK OUT THESE REFERENCE VIDEOS FOR INSPIRATION ON MESSAGING FORMAT: 

• https://www.adcouncil.org/Our-Campaigns/Safety/Child-Car-Safety

***Please Note that only U.S. Residents are eligible to submit for this project.***

Car crashes are a leading cause of death for children 1 to 14. Of those children killed, 35% were not in a car seat, booster seat, or seat belt. Many people improperly use car seats or don’t know the correct restraint for their child. Ad Council's goal of their humorous ad campaign is to raise awareness of properly securing children in the right seat for their age, height, and weight. To help protect kids in the car they need your help coming up with new scenarios of parenting heroism.

 

EXPOSURE:

• Broadcast and social media

 

TARGET AUDIENCE:

• Parents and caregivers of children 0 to 14 years old.

 

TONE:

• Concepts should build on the existing campaign platform (“Things You Do For Love”) to complement the core campaign. 
• Use positive tone and approach.
• Empower with knowledge they can understand and act on.

 

EXECUTIONAL MANDATORIES: 

• This is a life or death matter so never make light of the issue
• Scenarios must avoid depicting children within car seats and avoid scenarios involving cars.
• Children are loved ones, not things (shouldn’t compare children to cargo/animals/etc.)
• We may see children in situations that cause anxiety (sometimes real, sometimes metaphorical), but it is always implied that there is a solution. We don’t get too dark
• Avoid any negative messaging that would allude to death or serious injury.
• Don't make any references to religion/religious figures (including "God" or “oh my god”)
• No language that could be considered racist/homophobic/misogynistic.
• No profanity or allusion to inappropriate behavior or action
• No references to politics, or individual policymakers or elected officials

Tell us a Concept that describes a new situation for the "Things You Do For Love" ad format in 250 characters or less. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen in the video. As always, concepts should be clever and engaging.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
2. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
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4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
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6. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
7. Submissions must be in the English language or subtitled.
    
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