Air Protect Launch
Side impact crashes are the most dangerous for children since they often result in head trauma and other serious injuries. Safety 1st spent years developing a first-of-its-kind “air bag” technology to address the issue. The launch campaign for Air Protect was designed to be deeply informative to parents about the risks posed by side impact crashes as well as the incredible technology Safety 1st had created to protect against them.

Creative Director / Art Director: Tim Foley, Creative Director / Writer: Marty Donohue

Ella’s Story
The emotional core of the campaign came the following year, as stories started to pour in from families about how this new technology had saved the lives of their children. Online and offline ads drove to a microsite that featured a powerful story and prompted other families to share theirs.