New Survey of Parents: Colorado Children at Risk

   Ford Donates 4,000 Booster Seats to Low-Income Colorado Families Through
   United Way, Gives Free Booster Seats to CO Ford Motor Company Customers
     Through Toys 'R' Us, and Sends Educational Program to Local Schools

    DENVER, July 19 A new survey warns that 71 percent of
Colorado children ages four through eight run an increased risk of injury or
death in car crashes because they are not in booster seats.
    With that in mind, Colorado Lt. Governor Joe Rogers and a coalition of
local and national partners joined with Ford Motor Company today to launch
Boost America! in the state as part of a new $30 million national child
passenger safety campaign.  During the kick-off event, the Lt. Governor
presented a local family with the first of thousands of free booster seats
slated for low-income families and Ford customers across Colorado.
    The Boost America! national campaign's three key elements include: 1) an
educational component, sent to all pre- and elementary schools in the nation
(152,000 total), featuring a video by superstars Will Smith and Jada Pinkett
Smith for older children and a preschool kit featuring Blue from Nickelodeon's
"Blues Clues;" 2) distribution of one million free booster seats nationwide
through United Way agencies and Ford Motor Company dealers, in cooperation
with Toys "R" Us; and 3) a push for sensible, state-level booster seat laws.
    Boost America!'s national launch was in Washington, DC on April 30.  The
program's first phase will continue on through all 50 states until one million
total seats are given away to the public.
    Flanked by children from the Mile High Child Care, a United Way agency,
Lt. Governor Rogers said, "Our children are Colorado's most precious resource,
and this program will help keep them safe as they travel our roads and
highways.  I would like to thank Ford for its efforts to promote child
passenger safety and for working to make such a difference in the lives of
Colorado children."
    A new Wirthlin Worldwide survey commissioned by Boost America! found that
84 percent of Colorado parents/caregivers of four- to eight-year-olds are
aware of booster seats, yet only 29 percent use them for their children.
Nearly 74 percent are unaware of the correct ages for booster seat use.
    According to Tony Reinhart, Ford Regional Governmental Affairs Manager,
"This study shows that most parents - even those with the best of intentions
-- aren't putting their booster-aged children into the proper seats when they
are riding in the family vehicle.  Boost America! is the most extensive child
safety campaign ever by an automaker.  Working with our many partners, our
goal is to raise awareness about the importance of booster seats and
ultimately save lives."
    Data from the National Highway Traffic Safety Administration (NHTSA) show
that crash-related fatalities have declined steadily for infants and younger
children because most ride in child safety seats.  But there is no similar
reduction in fatalities among children roughly ages four through eight
(or 40-80 pounds) because booster seat use nationally is only about 20
percent.  More than 500 children in this age group are killed each year in
crashes and thousands more are seriously injured.
    Safety experts say booster seats provide a necessary transition for
children who have outgrown child safety seats, but are not big enough to use
adult safety belts alone.  A booster seat raises a child up so that adult
lap/shoulder belts fit and protect better -- snugly across the chest and low
over the lap.
    As part of the one million seats giveaway, Boost America! will provide
500,000 seats to low-income families nationally through United Way agencies
across the country and 500,000 seats to Ford customers through Ford
dealerships and Toys "R" Us.  Four thousand (4,000) seats will be distributed
by United Way agencies in Denver and Colorado Springs.  Through the
International Center for Injury Prevention, every family receiving a free
booster seat from United Way will be given individual instruction on proper
use of the seat by a certified child passenger safety technician.  Today's
fitting station/giveaway event at Mile High United Way is the first of several
events in Denver and Colorado Springs to reach low-income families in Adams,
Arapahoe, Denver, Douglas, Jefferson, El Paso and Teller counties.
    Said Michael K. Durkin, President and CEO of Mile High United Way, "As a
leader in community problem-solving, United Way is always looking for
resources to help families.  Child safety is a major focus, and through
partnerships with generous corporations like Ford Motor Company, United Way is
better able to reach people with the services they need."
    In addition, Ford Motor Company is providing booster seats to its
customers statewide through participating Ford, Lincoln, Mercury, Volvo,
Jaguar, Land Rover and Mazda dealers.  Customers are being given vouchers for
a free or discounted booster seat at Toys "R" Us stores.  Already more than
150,000 vouchers have been redeemed nationwide.
    Toys "R" Us regional representative Yvette Dillard said, "We are pleased
to participate in this important campaign to promote booster seat safety.  Our
mission at Toys "R" Us is to improve the lives of children, and this
initiative will go a long way in doing just that."
    More information is available at http://www.boostamerica.org or
866-BOOST-KID.

    * The Wirthlin survey was conducted from December 2000 through January
2001 in all 50 states and the District of Columbia.  The total sample of the
survey included 11,701 interviews, 200 of which took place in Colorado,
yielding results that can be generalized to the entire universe of American
parents of young children within +/-1.0 percentage point in 95 out of 100
cases.

    Consumers may call: 303-561-2266 or 866-BOOST-KID