Sitting Safer | East Tennessee Children’s Hospital

4 out of 5 car seats are not installed properly.

Sit with that for just a second.

East Tennessee Children’s Hospital approached Draft to create a 15-second PSA to be displayed at all Pilot Gas Pumps in the Knoxville DMA. The challenge is making it something that captures Mom’s attention while fueling up, and – most importantly – gets her to visit the website and find her nearest safety check station. A big ask in only 15 seconds? Sure. But we were up for it…after all, this could truly be a matter of life and death.

Most parents believe once a child is buckled, they are safe. According to National Statistics, 4 out of 5 child safety seats are IMPROPERLY installed. What’s more? According to East Tennessee Children’s Hospital, those numbers are low for the Knoxville DMA, meaning more children are at risk here in Tennessee than the national average shows. It is FREE to have your child’s car seat checked and the process should only take between 15-30 minutes. All that said, we knew it would be a lot of trial and error and so our team documented our behind-the-scenes process to show a glimpse at what goes on inside Draft when handed such a creative challenge.

Let’s save some lives!


  • Concept
  • Casting
  • Set Design
  • Production
  • Edit / Post