There are a lot of things to think about when purchasing a car seat for a young child. Although the one thing that many parents neglect to consider could also be the most important: other drivers on the road. As Australia's only car seat with air cushions, Britax Safe n Sound offers greater protection from side impact collisions. This series of radio spots profiles these drivers, putting side impact protection top of mind for parents purchasing car seats for their children. In its first flight, the campaign delivered strong results, with increased awareness and significant sales growth.