Chevrolet: Child Seats Save lives
Traffic accidents are the leading cause of infant mortality in the UAE, accounting for 63% of all child deaths in the country.
This is why Chevrolet launched its Child Seats Save Lives safety campaign in October 2010. Child and boosters seats are recognized as the most effective method of reducing infant mortality in the event of a traffic accident. Research shows that they can reduce infant fatal injuries by up to 71%.
To encourage the use of child seats, Chevrolet donated 1,500 premium Maxi-Cosi child seats to maternity units in three UAE hospitals in 2011: Abu Dhabi’s Al Rahba Hospital, Dubai’s Al Wasl Hospital and Sharjah’s Al Qassimi Hospital. The child seats, along with a Chevrolet Child Seats educational booklet, were distributed to parents of newborn babies.
Chevrolet also partnered with Safe Kids Worldwide to send child injury prevention experts from the US to train more than 70 maternity nurses in the three hospitals. The training was conducted to equip maternity nurses with the knowledge to educate parents on the vital role child seats play in preventing fatal injuries in the event of a road accident.
Currently, Chevrolet is supporting two initiatives as part of the Child Seats Save Lives campaign:
Chevrolet's sponsorship of Buckle Up In The Back
Chevrolet is a sponsor of non-profit awareness campaign Buckle Up In The Back. The partnership helps to spread the message that all children should be restrained in the back seat of a vehicle in an appropriate child seat or booster seat.
Chevrolet is the sponsor of the Buckle Up In The Back schools road show, which visits schools across the United Arab Emirates to educate children, teachers and parents about the ‘buckle up’ message.
Buckle Up In The Back was established by Lesley Cully in May 2010. Every school year, Buckle Up In The Back visits more than 80 schools and educates over 25,000 school children about the importance of using a child or booster seat and wearing a seat belt.
Chevrolet’s sponsorship is enabling Buckle Up In The Back to visit even more schools to further promote the message that children should be restrained in the back seat of a vehicle in a child seat or booster seat.
As part of the sponsorship support, Chevrolet provides Buckle Up In The Back with the use of a branded Chevrolet Captiva and supplies a variety of educational materials to distribute to the children visited by the schools road show.
“I strongly believe that children should be educated about their own safety,” said Lesley Cully, Founder of Buckle Up In The Back. “The goal of the Buckle Up In The Back schools road show is to educate children about the importance of being properly restrained in the back seat of the car. If children can understand this ‘buckle up’ message then they can educate their parents and use ‘pester power’ to ensure they are properly restrained on every car journey. Schools are all about education and I intend to visit as many as I can to spread this important message. Chevrolet’s sponsorship will enable me to visit even more schools during 2012 and 2013.”
Chevrolet's partnership with FREEJ
Chevrolet has partnered with the Middle East's most popular 3D cartoon series FREEJ to produce a series of four short films to promote the use of child seats and booster seats, and to encourage families to buckle up on all road journeys.
The films feature FREEJ's most popular characters: Um Allawi, Um Khammas, Um Saeed, Um Saloom, Abood and the latest characters from Series 4, Apple and Banana.
Recorded in Arabic with English subtitles, the films are all presented by Um Allawi. She teaches the other FREEJ characters about the importance of always restraining your baby in a child seat, when to use a booster seat, and the consequences of not using a seat belt.
"FREEJ is an incredibly popular series that appeals to people of all ages and nationalities. We hope the films will help change attitudes regarding the use of child seats, booster seats and seat belts across the UAE to lower the high rate of infant mortality in traffic accidents," said John Stadwick, President and Managing Director of General Motors Middle East.
The films are available to view on YouTube and DVD will be distributed to children visited by the Buckle Up In The Back schools road show.