DaimlerChrysler Launches Million-Dollar Child Safety Seat Initiative In Minority Communities With Fit For A Kid/Me Siento Seguro
24 October 2000
DaimlerChrysler Launches Million-Dollar Child Safety Seat Initiative In Minority Communities With Fit For A Kid/Me Siento Seguro
Carmaker to Partner with Hospitals to Reach and Inform All Families
on Car Seat Safety: Program Starts in Miami, San Diego,
San Antonio and Detroit
MIAMI, Oct. 24 DaimlerChrysler Corporation took its
commitment to safety to new heights today announcing a million-dollar minority
safety initiative to ensure that all kids are safe. The Fit for a Kid/Me
Siento Seguro program, kicked off at Miami's Jackson Memorial Hospital, is an
initiative to distribute 5,000 free car seats, offer free child safety seat
inspections and educate low-income and minority families around the country
about the importance of car safety seats.
Research shows that while 96 percent of parents and caregivers believe
that they are correctly installing child seats, in fact, 80 percent of these
seats are improperly installed. Data also shows that motor vehicle crashes
are the leading cause of death for Hispanic children and African-American
children are three times more likely to die in a crash than white children.
"These statistics are unacceptable and the sad truth is that many of these
deaths could have easily been prevented," said Sue Cischke, Senior Vice
President, Regulatory Affairs and Passenger Car Operations, DaimlerChrysler.
"The problem for many families goes beyond misuse. Many cannot afford child
safety seats or are using second-hand seats that could be damaged or recalled.
Language barriers and cultural factors also contribute to car seat misuse and
non-use."
To break through language barriers in the Hispanic community, a Spanish-
language name was developed for the program. The Spanish-language program is
called "Me Siento Seguro" meaning both "I feel safe" and "I am sitting safely"
in Spanish.
This campaign is a partnership with flagship hospitals in several U.S.
cities to provide educational tools to Hispanic, African-American and other
minority families. In addition, for those families who cannot afford them,
DaimlerChrysler will distribute child safety seats through the hospitals.
Initially, the campaign will be piloted in Miami, Detroit, San Diego and San
Antonio.
During the Miami launch, DaimlerChrysler also announced the donation of
$25,000 to Jackson Memorial Hospital from its DaimlerChrysler Corporation Fund
to support the hospital's ongoing effort to teach parents about the importance
of child safety seats.
"Our hope is that the hospital will use this money to continue its much-
needed efforts to educate parents on why child seats can be the difference
between life and death for their kids," said W. Frank Fountain,
DaimlerChrysler's Senior Vice President of Government Affairs. "By reaching
first-time parents with these key messages, we believe we can overcome
language and cultural factors, and make the most at-risk kids a little safer."
Fit for a Kid/Me Siento Seguro is a free child safety seat inspection
service available at close to 700 DaimlerChrysler Five Star dealers in 120
U.S. markets. Bilingual staff will be available at some participating Five
Star dealerships to assist Spanish-speaking families.
Families can make an appointment for a free Fit for a Kid inspection at
participating Five Star DaimlerChrysler dealers by calling 1-877-348-4-2543,
where Spanish-speaking operators are available, (or 1-877-FIT-4-A-KID) or
accessing the Web site at http://www.fitforakid.org. They then call the dealer
directly to schedule an appointment for the 20-minute child safety seat check.
As part of this service, DaimlerChrysler dealers also provide Fisher-Price
loaner seats and discount coupons on Fisher-Price Safe Embrace car seats to
families who find during an inspection that their seat is damaged or recalled.
Hospital staff will help educate families by distributing Fit for a Kid
safety brochures and children's activity books in both English and Spanish.
Hospitals also will post waiting room posters on the issue. Participating
DaimlerChrysler dealers will join the hospitals' efforts by offering free
child safety seat inspections to everyone, regardless of the make or model
vehicle they drive.
"Each year, children end up in the Jackson Ryder Trauma Center as a result
of motor vehicle crashes. We see first hand the traumatic injuries caused
when children are not correctly restrained in vehicles," said Jeffrey
Augenstein, M.D., Professor of Surgery at the University of Miami School of
Medicine and Director of the William Lehman Injury Research Center. "We are
thrilled to partner with DaimlerChrysler to educate the families we serve on
the urgent need to have child safety seats inspected for correct use and
installation."
National Highway Traffic Safety Administration Deputy Administrator
Rosalyn Millman added, "Parents and caregivers want to do what's best for
their children. They just need the extra help and education Fit for a Kid
provides so that all children have maximum protection."
DaimlerChrysler partnered with the National Safety Council and Fisher-
Price last year to launch Fit for a Kid. DaimlerChrysler is the only
automaker that offers inspections at permanent locations throughout the United
States. In fact, the NTSB recognized and honored the Corporation for its
outstanding leadership in safety for the Fit for a Kid service.
Fit for a Kid/Me Siento Seguro complements many other programs
DaimlerChrysler and its dealers offer, setting the standard for service and
saving lives. Other safety programs include The Back is Where It's At, Stop
Red Light Running, Do the Buckle, and The Neon Drunk Driving Simulator.
DaimlerChrysler also is a partner in the Air Bag & Seat Belt Safety Campaign.
For the past several years, DaimlerChrysler has donated car safety seats to
hospitals serving Hispanic women in various cities in honor of Mother's Day.
Program Plan (six-month pilot) $1,000,000
* Donate 5,000 child safety seats to hospitals for minority families
* DaimlerChrysler Corporation Fund support to four hospitals for
pediatric care
* Creation of bilingual educational materials
* Child safety seat inspection training
* Infrastructure costs incurred in running the program