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Parents number 1 priority is their children's safety.
The name of the ad is:
"NO CHILD CAR SEAT - NO EXCUSE" produced by the organization RSA: Road Safety Authority
The purpose of the ad is to try and minimize future accidents by getting parents to examine their safety practise's in relation to their children
Road Safety organizations try to decrease the casualties that happen, by using campaigns to educate road safety users.
They use:
Shock tactics: eg: the statistic shows say as many as 4 out of 5 child car seats are incorrectly fitted which can lead to serious injury or even death in a collision
The parents immediately start to question themselves whether they fasten the seat properly.
They would also feel guilty because they may have been putting their child in danger.