BubbleBum, a blow-up seat which sells in 24 countries, has brought the agency in to lobby legislators alongside road safety charity Brake.
They plan to persuade MPs to close legal loopholes relating to less stringent restrictions on unexpected journeys and taxis.
Lucre will be promoting its own research showing nearly three-quarters of parents have stopped or will stop using booster seats when their children are aged ten or under. The law states seats must be used for children up to the age of 12 unless they meet a height requirement.
The agency also takes on press office and social media functions in a bid to raise awareness and boost sales.
Grainne Kelly, CEO and founder of BubbleBum, said: ‘Our expansion into Halfords and Asda marks a significant and continued development for BubbleBum. To support such growth we decided that the time was right for the company to venture into the field of PR, not only with the aim of increasing consumer awareness of our product but also to help us in our bid to change the law surrounding the use of booster seats in the UK.’
A Department for Transport study showed that last year 1,423 children aged 11 and under were killed or seriously injured while travelling on UK roads.