The Ad Council and NHTSA are preventing further heatstroke deaths in vehicles.
Source: AD Council
WASHINGTON , May 5, 2026 /PRNewswire-HISPANIC PR WIRE/ — As temperatures rise across the country , the Ad Council and the National Highway Traffic Safety Administration (NHTSA) launched new public service announcements (PSAs) for their “Never Happens” campaign.
Heatstroke remains the leading cause of non-crash-related vehicle-related death for children, typically occurring in one of three scenarios: children forgotten in a car by a caregiver, children gaining access to unlocked vehicles on their own and being unable to get out, and children knowingly left in a car. The campaign presents these scenarios, and today’s new public service announcements emphasize the importance of never leaving children unattended.
“All heatstroke deaths in cars are 100% preventable, regardless of how they happen,” said Michelle Hillman, Director of Campaigns and Programs at the Ad Council. “With the ‘Never Happens’ campaign with NHTSA, we’re reinforcing a life-saving message for parents and caregivers nationwide: prevention starts with awareness and simple, consistent actions.”
The new public service announcements tell the story of parents who want the best for their children. Parents often say they will “NEVER” do a number of things that, over time, end up happening, such as letting them eat dessert for dinner or spending hours in front of a screen. Similarly, parents never intend to put their children’s health and safety at risk, but in real life, a moment of distraction, stress, or tiredness can get in the way of the best intentions. A human error, born of forgetfulness or haste, can very quickly turn into tragedy, especially when it comes to leaving a child alone in a vehicle, which can overheat in just a few minutes. By reminding parents that “never” things can happen, including the loss of a child to heatstroke in a vehicle, the campaign encourages them to adopt three simple actions as part of their routine: When You Park; Stop. Look. Lock.
“Overheating vehicles pose a very serious and often underestimated danger to children,” said Jonathan Morrison, NHTSA Administrator. “This campaign helps ensure families understand how these tragedies happen and gives parents the tools to prevent them. Remember: When You Park; Stop. Look. Close.”
The new ads were developed free of charge by the independent creative agency Chemistry and remind parents that good intentions alone are not enough to prevent these tragedies and that prevention strategies are key to keeping children safe.
“As parents, we often think and say that we would never let certain things happen to our families,” said Mike Groenewald, executive creative director of Chemistry. “Unfortunately, the truth is that the supposed ‘never’ happens more often than we’d like to believe.”
As part of the broader campaign effort, the Ad Council is also partnering with Richard Scarry’s Busy World™ in a pro bono marketing partnership featuring the wacky characters and fun vehicles that have delighted generations of families. By developing custom materials with these iconic images, the campaign message will reach parents in a fresh and engaging way in preschools and daycare centers across the country.
The new creative ad for “Never Happens” will air nationwide through donated media slots, in both English and Spanish, including television, radio, internet, and social media sites, among others.
Follow these important tips from NHTSA on how to protect children from the dangers of heatstroke in vehicles:
- Never leave your child alone in a car, even if you think you’ll only be gone for a minute.
- Lock your car doors when you’re not using it. Even if you don’t have children, a neighborhood child could climb into the unlocked vehicle and get trapped.
- Always remember to check the inside of your vehicle, especially the back seat, every time you leave the vehicle.
- Leave visual cues handy: Keep an item in the back seat, such as a teddy bear, and place it in front of you whenever your child is in the car seat. Or, place your purse or phone in the back seat next to the child.
- If you see a child in danger in a vehicle, ACT. Call 911 immediately and get help.
- Visit https://www.nhtsa.gov/es/campaign/golpe-de-calor to find more important information about preventing injuries and deaths from heat stroke in automobiles.
About the Ad Council: The Ad Council brings together creative storytellers to educate, unite, and uplift audiences by opening hearts, inspiring action, and accelerating change. To learn more or to get involved, visit AdCouncil.org , join the Ad Council communities on Facebook , Instagram and LinkedIn , and view the campaign creative on YouTube .
About NHTSA: For more than 50 years, the National Highway Traffic Safety Administration (NHTSA) has served as the key federal agency responsible for improving the safety of our nation’s highways. For more information, visit www.nhtsa.gov .
About Chemistry: Chemistry is an independent, hybrid agency built on constant experimentation and radical optimism. The agency works at the confluence of creativity, technology, and culture, building culturally relevant brands through attention-grabbing ideas that drive results.
Richard Scarry: Richard Scarry is one of the world’s most beloved children’s authors!
Random House Children’s Books: Random House Children’s Books ( rhcbooks.com ) is the world’s largest publisher of English-language children’s books.
