Poll Shows Drivers Need Education on Latest Child Auto Safety Guidelines

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CHICAGO, Aug. 28, 1996 -- Many drivers don't know or don't follow the advice of safety experts that children are safest riding in the backseat of motor vehicles, according to a new national survey. The survey of 500 adults was conducted in June and July on behalf of Morton International, an airbag manufacturer, to determine driver awareness of child auto safety precautions.

Motor vehicle crashes are the leading cause of death for children from five to 15 years of age. While airbags are lifesaving devices that adults in the survey indicated they want, many were unaware of the special precautions that should be taken when driving with children in airbag-equipped vehicles. Children risk injury if they are unbelted, improperly belted, or otherwise too close to the dashboard when an airbag inflates. The National Highway Traffic Safety Administration (NHTSA)) estimates that as of July 1, 1996, approximately 21.6 million passenger cars and light trucks in the United States have passenger-side airbags. All new cars will be required to have passenger-side airbags beginning in model year 1998.

"This research shows drivers need to know a few simple but important steps that can help prevent injuries to children riding in motor vehicles," said S. Jay Stewart, chairman and CEO, Morton International. "In response to these findings, we are launching a public education campaign to spread the important safety message of "Always Buckle Children in the Backseat."

Morton has provided a grant to Optimist International, a service organization with more than 160,000 members and 4,000 chapters, to support their efforts to communicate this safety message in local communities. "Our organization's motto is 'Friend of Youth.' What better way to serve youth than to help keep them safe." said Stephen P. Lawson, executive director, Optimist International.

• Drivers need to be informed and reminded that children are safest riding in the backseat. A majority of drivers surveyed (61%.) think that children age six or younger are large enough to ride in the front passenger seat.
  
  
• Approximately 86% of drivers surveyed sometimes place children age five to 11 in the front seat and two thirds (68%) transport children in this age range in the front seat at least twice a week.
  
  
• More than one in ten drivers (12%) incorrectly believes it is safe for infants in rear-facing child safety seats to ride in the front of a vehicle equipped with a passenger-side airbag. On the contrary, there is a high risk of danger to the child riding in this position should the airbag deploy in a collision. One in six drivers (15%) surveyed usually place the infant seat in the front passenger seat facing backward.
  
  
• More than one in five drivers (22%) of children age one to four do not use a child safety seat to transport a child that age, most frequently because they consider the child to be too big and the seat unnecessary.
  
  
• Approximately two out of five people surveyed (41%) are not aware that airbags can cause serious injuries or fatalities to unrestrained or improperly restrained infants and children.
  
  

In addition to the national survey, Morton commissioned eight focus groups in San Jose, CA; Boston, MA; Memphis, TN; and Chicago, IL to determine drivers' awareness of the child safety issues. The slogan and logo Always Buckle Children in the Backseat was developed based on this information, and tested with more than 150 people in San Antonio, TX; Columbus, OH; and Los Angeles, CA.

• buckle up every child in the vehicle properly -- and buckle up yourself too.
  
  
• Whenever possible, put children in the backseat of the vehicle.
  
  
• Always secure rear-facing infant seats in the backseat.
  
  

The American Car Rental Association, representing most major car rental companies, will play an important role in supporting this campaign and will share this safety message with car rental customers nationwide. Chrysler Corporation has also provided funding to aid in the distribution of materials.

The American Medical Association; Emergency Nurses Association; Emergency Nurses CARE; the International Association of Chiefs of Police; the Grand Lodge, Fraternal Order of Police; the National Safety Council; and the National Association of Governors' Highway Safety Representatives will assist in the program by distributing these materials to their members and the driving public.

Morton is also a member of the National Automotive Occupant Protection Campaign which is launching a nationwide public education campaign on auto safety.

Morton International is a Chicago-based manufacturer and marketer of specialty chemicals, automotive inflatable restraint systems and salt.

CONTACT: Jane Ostrander of Morton International, Inc. 312-807-3329, or Denise Ertell of Fleishman-Hillard, Inc., 312-751-8878