DUBAI – In an effort to promote road safety, Chevrolet has become a sponsor of non-profit awareness campaign Buckle Up In The Back. The sponsorship agreement will help 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 will sponsor the Buckle Up In The Back schools road show, which visits schools across the UAE to educate children, teachers and parents about the ‘buckle up’ message.
Buckle Up In The Back was established by Lesley Cully in May 2010. Since September 2011, the start of the latest school year, Buckle Up In The Back has visited more than 20 schools and educated over 5,000 school children about the importance of using a child or booster seat and wearing a seat belt.
Traffic accidents are the leading cause of infant mortality in the UAE, accounting for 63% of all child deaths in the country, while 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%.
Chevrolet’s sponsorship will enable 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 will provide Buckle Up In The Back with the use of a Chevrolet Captiva and supply 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.”
John Stadwick, President and Managing Director of General Motors Middle East, added: “Buckle Up In The Back is doing a great job at educating children, teachers and parents about the importance of ensuring all children are restrained in the back seat of the car with a seat belt and an appropriate child or booster seat.
“The Buckle Up In Back campaign is helping to change attitudes and we hope that Chevrolet’s sponsorship will help to spread its message to even more people to lower the unacceptably high rate of infant mortality in traffic accidents across the UAE.”
The sponsorship of Buckle Up In The Back is an extension of Chevrolet’s Child Seats Save Lives campaign.
The safety initiative began in October 2010 with the donation of the 1,500 premium Maxi-Cosi child seats to maternity units in three UAE hospitals: 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.
About Buckle Up In The Back
Buckle Up In The Back was established in May 2010 by Lesley Cully after the mother of two children became concerned at the high number of children travelling without proper restraint in the back of cars. Buckle Up In The Back is a non-profit awareness campaign, which relies on supporters for promotional materials. Buckle Up In The Back’s goals are to have the seatbelt law introduced for anyone travelling in the back of a vehicle, proper enforcement of the law and continued educational awareness in schools and nurseries to explain the reasoning behind Buckle Up.