Be smart, Stay safe

World­wide stud­ies show car re­straints re­duce the risk of fa­tal­ity in in­fants by 71 per cent – so why are the­ma­jor­ity of par­ents in the UAE still not buck­ling up? In the first of a three-part se­ries on child safety, Babyshop high­lights how im­por­tant car se

Friday - - The Big Story -

Noth­ing mat­ters more to par­ents than their chil­dren and keep­ing them safe. But while it’s im­pos­si­ble to wrap a child in cot­ton wool (all of the time, at least), par­ents are hav­ing to take greater safety pre­cau­tions to en­sure their lit­tle ones are pro­tected – es­pe­cially on the roads.

Ac­cord­ing to a re­cent sur­vey by Babyshop in con­junc­tion with A C Nielsen, the roads are an open risk to child safety. But by tak­ing sim­ple steps all par­ents will be happy in the knowl­edge that their tots are as safe as they can pos­si­bly be.

Ac­cord­ing to the World Health Or­gan­i­sa­tion (WHO), the UAE has one of the high­est rates of road deaths across the globe (12.7 per 100,000 people), which is al­most four times more than the UK (3.7) and Swe­den (3.0).

AT­TI­TUDES TO CAR SAFETY It is pos­si­ble to re­duce risks, and that’s where Babyshop comes in. It is sug­gest­ing sim­ple steps, like par­ents us­ing car seats and strap­ping older chil­dren and them­selves in – to make sure ev­ery­one is safe.

All par­ents know that strap­ping a child into the car is im­por­tant, but in­stalling and us­ing se­cure car seats is a sim­ple and af­ford­able so­lu­tion to put mums’ and dads’ minds at ease.

Babyshop, part of The Land­mark Group, has been run­ning Child Safety Cam­paign as a CSR for the past 10 years. As a brand it has been ad­vo­cat­ing child safety at home, on the road and at play.

That means it has done the hard work and re­search to en­sure all par­ents are fully in­formed and now only have to worry about how many rounds of The Wheels on the Bus they’ll have to sing on each jour­ney!

Most ve­hi­cles are de­signed with safety in mind, but most mums and dads know proper child safety re­quires a lit­tle more than buck­ling up with a seat belt. It’s just some­times tricky to know where to go from there, isn’t it?

Babyshop is here to help, stat­ing the overwhelming need world­wide is for chil­dren from birth to 12 years to be prop­erly se­cured – first in a rear­fac­ing in­fant seat, then a front-fac­ing safety seat, then when they’re a lit­tle older a booster seat.

So chil­dren un­der 13 are safest buck­led up in the rear seat while kids un­der nine should be strapped in a car seat or booster seat.

And this re­ally works. Re­cent stud­ies have shown us­ing a child re­straint re­duces the risk of fa­tal­ity in in­fants (un­der 12 months) by 71 per cent, or 54 per cent in tod­dlers (one to four years).

But with so many car seats on the mar­ket, where do we start?

Babyshop knows that car seats have been categorised by the United Na­tions stan­dard ECE R44/04, with four main groups from 0 to 3. In its stores, all 120 of its child car safety prod­ucts con­form to ECE stan­dards.

And not only does Babyshop stock some of the world’s leading car seat brands, in­clud­ing Maxi Cosi, Graco, and Fer­rari, but it also of­fers an in­store Car Seat Guid­ance Chart (see the panel on the right) to fol­low, so that you can get the car seat that meets your needs.

There are also in-store ex­perts read­ily avail­able to an­swer any ques­tions mums and dads may have, from colour choices to help choos­ing the best car seat for your child’s height, weight and age, as well as the one most suit­able for your car.

It even pro­vides a free in­stal­la­tion ser­vice, show­ing you how to in­stall the seat prop­erly and safely into your car, be­cause fit­ting it ac­cu­rately is just as cru­cial as buy­ing the right one.

With the car seat for your pre­cious lit­tle one prop­erly in­stalled, and ev­ery­one on board buck­led up, fam­i­lies in the UAE can en­joy a stress-free jour­ney with their chil­dren ev­ery day. One more time; The wheels on the bus...

The collection is avail­able across all 40 Babyshop stores in the UAE, in­clud­ing Cen­tre­point, and on­line at www.babyshop­

Fer­rari con­vert­ible car seat (new­born to 4 years), Dh560

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