The World’s Largest Car Seat Check

It’s a sobering statistic: car crashes are the leading cause of death for children under the age of 13. At the root of the issue are car seats that aren’t properly installed. According to the National Highway Traffic Safety Association, the risk of death can be reduced by nearly three-quarters for infants and more than half for toddlers when children are riding in properly installed car seats. 360PR client Dorel Juvenile Group, maker of the Safety 1st brand of car seats and more car seats worldwide than any other company, wanted to help.

Our Approach

The solution? A hands-on parent education campaign that got underway with the World’s Largest Car Seat Check at – of all places – the Indy 500. Most people don’t associate racecar driving with child safety. But, in its quest to make riding in the back seat safer, Dorel and Safety 1st formed an innovative partnership with Bald Spot Sports, maker of racing seats used by professional Indy car drivers. This unexpected testing ground led to the next generation of car seat safety: AirProtect™, Dorel’s proprietary side impact protection technology.

The Results

Dorel deployed 50 child passenger safety technicians, all Dorel employees, to check car seats at the Indy 500 Community Day, which drew thousands of families to the speedway. Dorel’s technicians identified 30 seats that did not mean today’s safety requirements and replaced them, at no cost to parents, with Safety 1st Air Protect car seats. 360PR leveraged the event to put car seat safety in the national spotlight with coverage by CNN, Fast Company, Popular Mechanics and dozens of parent-directed outlets.