Juvenile Products Manufacturers Association and National Highway Traffic Safety Administration Collaborate on Look Before You Lock Campaign
Campaign Creates Awareness of Hyperthermia in an Effort to Prevent Child Death
MOUNT LAUREL, N.J—May 15, 2013- The Juvenile Products Manufacturers Association (JPMA) is pleased to announce its partnership with the National Highway Traffic Safety Administration (NHTSA) on the “Where’s Baby? Look Before You Lock” awareness campaign. In a commitment to this campaign, all child restraint system (CRS) manufacturer members of JPMA will be posting life-saving messages beginning in May and into early fall.
“Heatstroke in hot cars is a terrible danger to children, and we must do everything we can to protect our youngest passengers,” says NHTSA Administrator David Strickland. “Working closely with our safety partners, we hope to remind parents and caregivers to never leave children unattended in a vehicle and always check the backseat before walking away. Through coordinated efforts to increase public awareness of this very serious safety danger, we hope help prevent tragedies.”
According to national statistics, 2012 saw at least 32 child deaths due to heatstroke from being left in cars. An unknown number of children are also injured each year from heatstroke in hot cars, suffering ailments like permanent brain injury, blindness and loss of hearing. Heatstroke deaths and injuries often occur from children playing in unlocked vehicles unbeknownst to parents or guardians. Incidents can also occur when caregivers inadvertently forget sleeping infants in rear-facing car seats.
“Child death is particularly heartbreaking when related to heatstroke in cars, because this situation is preventable,” says Michael Dwyer, Executive Director of JPMA. “Parents and caregivers feel the guilt and take responsibility for deaths that don’t need to happen. We are certain that if parents and caregivers take the time to Look Before They Lock, we can bring the number of child deaths due to heatstroke down to zero.”
Look Before You Lock encourages parents and caregivers to keep the following in mind during the hot summer months:
- Never leave infants or young children unattended in a vehicle–even if you leave the windows partly open or the air conditioning working.
- Never let children play in an unattended vehicle.
- Always lock your vehicle doors and trunk. Keep the keys out of a child’s reach.
- If your child is missing, quickly check all vehicles, including the trunks.
- If you see a child unattended in a hot car, call 911 and get the child out as soon as possible.
- If you have a child, always make a habit of looking in the vehicle–front to back–before walking away.
- Remember: kids in hot cars are a deadly combination.
“Children’s bodies overheat easily, and infants and children under four years of age are among those at greatest risk for heat-related illness,” says Dwyer. “Following the tips from JPMA and NHTSA, making a conscious effort to lock the car and taking the proper precautions can possibly save your child’s life.”
About the National Highway Traffic Safety Administration
The National Highway Traffic Safety Administration (NHTSA), under the U.S. Department of Transportation, was established by the Highway Safety Act of 1970 as the successor to the National Highway Safety Bureau to carry out safety programs under the National Traffic and Motor Vehicle Safety Act of 1966 and the Highway Safety Act of 1966. The Vehicle Safety Act has subsequently been recodified under Title 49 of the U. S. Code in Chapter 301, Motor Vehicle Safety. NHTSA also carries out consumer programs established by the Motor Vehicle Information and Cost Savings Act of 1972, which has been recodified in various Chapters under Title 49.
NHTSA is responsible for reducing deaths, injuries and economic losses resulting from motor vehicle crashes. This is accomplished by setting and enforcing safety performance standards for motor vehicles and motor vehicle equipment and through grants to state and local governments to enable them to conduct effective local highway safety programs.
About the Juvenile Products Manufacturers Association
The Juvenile Products Manufacturers Association (JPMA) is a national trade organization of more than 250 companies in the United States, Canada and Mexico. JPMA exists to advance the interests, growth and well-being of North American prenatal to preschool product manufacturers, importers and distributors marketing under their own brands to consumers. It does so through advocacy, government and public relations, information sharing, product performance certification and business development assistance conducted with appreciation for the needs of parents, children and retailers.
To learn more about JPMA, the Certification Program and to receive a complete listing of JPMA members, please visit www.jpma.org. Connect with JPMA on Facebook, Twitter @JPMA or on YouTube to learn more about additional programs and safety initiatives.