Widespread confusion over new children’s car seat rules


Smyths Toys Superstores wanted to highlight the confusion around a recent legislation that was introduced over children’s car seats. We commissioned research of parents with children between the ages of 0 and 2 and asked them if they were aware of the legislation changing, what was changing and what it meant.

The results were shocking with 78% admitting they were confused by the changes, and half not knowing what was changing. To help strengthen the quality of the story we partnered with ROSPA and used their head of Road Safety to be the authoritative voice on these changes.

In total we secured 9 regional BBC’s, Global Radio in Scotland and a host of other commercial radio stations. We ended up delivering 36 pieces of coverage with a reach of over 5 million.