Overview
New national child restraint laws were introduced in NSW on 1 March 2010 which means all children up to seven years of age must be safely fastened into the right restraint for their age and size.
This campaign was launched in February 2010 to ensure parents and carers were fully aware of the new laws and were given sufficient notice to comply with the changes.
The creative concept used a ‘warning light’ (as seen on the dashboard of a car) to capture the attention of drivers about the new child restraint laws. The key message for the campaign was clear and simple ‘New national child restraint laws for 0-7 year olds start 1 March 2010’ and directed people to visit Roads and Maritime Services (replacing Roads and Traffic Authority) website for further information.
Behavioural Issues & Facts/Figures
Parents are generally moving their children into adult seatbelts from around five and a half years of age and research indicates this is too early and increases the potential for injury.
Children up to seven years of age are at least four times as likely to sustain a head injury in a crash when using an adult seat belt when compared to children sitting in an appropriate child restraint.
Other research shows that seating children from age four to under seven years of age in an appropriate booster seat reduces their risk of injury in a crash by almost 60 per cent when compared to sitting in an adult seatbelt without a booster seat.
Aims and Objectives
To educate the community about the new national child restraint laws and reinforce the message that children need to be protected properly while travelling.
Target Audience
Parents and carers of children under seven years of age as well as the broader community.
Key Messages
- New national child restraint laws were introduced in NSW on 1 March 2010.
- Penalties apply from 1 July 2010.
- The importance of using a restraint appropriate for your child’s age and size.
- A child that is properly secured in an approved child restraint is less likely to be injured or killed in a car crash than one who is not.
- Ensure all child restraint devices are correctly installed.
Campaign media utilised
This campaign comprised of print, radio, outdoor and online. As parents and carers were the primary target audience, parenting magazines and websites were used as well as shopping centre display advertising and parent/wash rooms. In addition, every primary school and early childhood centre in New South Wales was sent a letter, a summary postcard of the child restraint changes and posters for display.
Evaluation
Awareness and support of the new legislation is high among parents and carers and they found the advertising to be informative and easy to understand. Since the campaign ran, there has also been a large increase in the number of visits to Roads and Maritime Services (replacing Roads and Traffic Authority) website to find out more information about the changes to the child restraint legislation.