To mark Passenger Safety Week last September, Toyota USA teamed up with three-time Paralympic Gold Medalist Alana Nichols to highlight the importance of child passenger safety in vehicles.
In the YouTube video, the wheelchair basketball player stressed that only one on every four car seats are installed correctly. “It’s important for people to know there is a program available, Buckle Up for Life, that can help ensure your car seat is installed correctly,” she said.
In 2004, Toyota teamed up with Cincinnati Children’s Hospital Medical Center to create Buckle Up for Life, a community-based passenger safety education program with the goal of making every car ride safe for every child by empowering and educating all families and caregivers around the U.S. about safe travels.
Buckle Up for Life is composed of certified child passenger safety experts that include Toyota safety engineers, Cincinnati Children's Hospital Medical Center trauma surgeons, child passenger safety technicians, and researchers.
Through its various community events and online resources, Buckle Up for Life helps parents and caregivers find the right seats for their children and teaches them how to install and use those seats properly. The organization also provides in-person assistance through local partner agencies.
“Buckle Up for Life strives to ensure families have the resources and education they need to keep their children safe on the road,” said Keith Jones, Strategic Partnerships and Mobility Senior Manager for Toyota Motor North America, who added that Nichols’ video will be shared with Toyota’s customers partners across the United States.
As of writing, Buckle Up for Life has reached more than 180,000 families, collaborated with over 600 community organizations in nearly 250 cities nationwide, and donated more than 86,568 car seats.
