Burnett Directs Crash Course at Parents

CHICAGO Leo Burnett depicts people treating kid-size crash-test dummies like real children in a new pro bono effort promoting the use of booster seats in cars.

The television spot, being distributed to media outlets this week, shows adults participating in activities they would normally do with children: teaching them to swim or ride a bike, riding on a merry-go-round, tucking them into bed. As the spot closes, a voiceover says, “You wouldn’t treat a crash-test dummy like a child, so why treat a child like a crash-test dummy?”

“When we found out that at least four of five children who should be in booster seats aren’t, we immediately realized that those kids are just statistics waiting to happen,” said Kash Sree, creative director at the Chicago agency, in a statement. “They’re basically crash-test dummies. That’s the thought we knew would reach every parent.”

The ad campaign, with print and Internet to follow in the spring, encourages parents to get booster seats for children who have outgrown their car seats. According to the work, booster seats are recommended for children under 8 and who are shorter than 4 feet 9 inches tall. People are directed to a Web site, www.boosterseat.gov, for more information.