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Chicco Prevents Parent-shaming to Spark Important Conversations

what we did

Chicco and Cone identified a conflict among parents: at the risk of seeming like a parent-shamer, moms and dads would not tell fellow parents that they had prematurely put their child’s car seats forward-facing too soon. This reticence to broach important topics like car seat safety led us to introduce TurnAfter2, a campaign aimed at teaching parents that kids should be rear-facing in the car until at least two years old. TurnAfter2 asked parents to rethink what the captions that accompany photos of their kids in the car say – instead of a lighthearted quip, we asked parents to use it as an opportunity to share how their children will ride rear-facing for as long as possible, using #TurnAfter2 in their posts.



  • Created positive conversation around car seat safety on social media with more than 2,000 parents sharing posts using #TurnAfter2

  • Generated mass awareness for the campaign with widespread national media coverage from USA Today, TODAY Online, Forbes Online, HuffPost, “The Chew,” SheKnows and more

  • Leveraged key opinion leaders in the car seat safety space to sustain campaign buzz through earned media, influencer partnerships and speaking opportunities, including appearances at the JPMA Baby Show and Chicago Baby Show that directly reached new and expecting parents