Britax, Europe’s biggest child car seat manufacturer, has launched a hard-hitting campaign with the tagline "Over my dead body" to highlight changes in the law on children and car seats.
The campaign, which has been created by Bristol agency Bray Leino, will run across radio, outdoor and print. The magazine ad, which will appear in Mother and Baby, Practical Parenting and Supernanny, shows the epitaph of a child, in an attempt to force parents to think about the consequences of not using a correctly fitted child car seat.
Paul Brindley, European marketing director for Britax, says: "There are a lot of confused parents out there. This campaign sets out to clarify the law and educate parents on why they have to take it seriously."
The changes to the law, which took effect in mid-September, mean that all children under 12 years old and less than 1.35 metres tall must be seated in a European Union-approved car seat. Parents who fail to comply with the changes face a fine of £500.
Industry experts estimate that parents will have to buy up to 3 million new car seats.