"Be Car Care Aware" is a consumer education campaign about the benefits of regular vehicle care, maintenance and repair. The campaign is in response to a call for action from leaders in the automotive aftermarket industry to capture a share of the estimated $60 billion in annual unperformed vehicle maintenance.
An integrated marketing and public relations campaign moving along on a continuum will build awareness and knowledge to prepare consumers to make sensible decisions about their vehicles. As awareness builds, consumers will take action, thus reducing vehicle neglect. Reversing unperformed maintenance will increase profitability in the aftermarket, conserve energy, improve highway safety and benefit the environment.

Built around three key message areas of safety, dependability and pride of ownership, the campaign is designed to represent and engage all segments of the aftermarket industry. The Automotive Aftermarket Industry Association (AAIA) is spearheading the campaign on behalf of the industry with the Car Care Council serving as the brand and messaging source. The campaign operates within the Foundation for Aftermarket Industry Research (FAIR), a 501 © 3 non-profit organization operated by AAIA. AAIA is committed to educating the consumer about auto care, maintenance and repair on behalf of the aftermarket industry and has incorporated this role in the association's strategic plan. The campaign has no end.