mifold puts the brakes on for road safety
When you consider that over one hundred thousand road traffic injuries have been reported to police every year in the UK for the past decade, we can understand the importance of Road Safety Week. With traffic volume continuing to rise, in conjunction with an increasingly busy world, there has never been more of a need to address the subject of road safety, especially the in-car safety of children 12 and under who should always be strapped in a car seat, no matter whose car they are travelling in.
Road Safety Week Campaigns to Speed Down, Save Lives
Road Safety Week, coordinated by Brake, the road safety charity, has been campaigning for safer roads in the UK for 21 years. Its intense 1-week campaign aims to involve local schools, organisations and communities, encouraging them to take action on road safety and spread life-saving messages. Given that speeding currently accounts for more than 20% of fatal road accidents in the UK each year*, “Speed Down, Save Lives” seems like the perfect message for Road Safety Week this year which runs from 20 to 26 November.
While the long-term objective of Brake is ambitious, the theory behind its vision and the very practical nature of their work has ensured a rally of support behind the charity, including that of Whitestep, the UK distributors of mifold, the Grab-and-Go portable car seat. mifold, designed for 4 to 12 year olds, is super strong and incredibly small. Weighing no more than a small bottle of water, this innovation allows for easy portability and serves its purpose during those times when a child’s regular car seat is unavailable. We’ve all been there – in taxis, rental cars, on playdates and unexpected journeys.
How mifold is supporting Brake & Road Safety Week
As part of Road Safety Week’s campaign, the public are encouraged to make the Brake pledge – a simple online form which encourages 6 life-saving changes that supporters can make for safer roads. In support of this simple, yet effective initiative, mifold is spreading the word. 1 of the 6 pledges is titled ‘Secure’ which asks its supporters to “make sure everyone in my vehicle is belted up on every journey, and kids smaller than 150cm are in a proper child restraint…” Well, with over 30% of UK parents having admitted to not using a child restraint**, the long-term goal of the mifold-Brake marriage is committed to educating parents, caregivers and even their children on the dangers of using an adult seatbelt alone.
The collaboration between a progressive campaign such as Road Safety Week and mifold, an innovation to meet the needs of parents on-the-go, drive forward to achieve their joint objective and spread the word that every child should be safely secured in every car, on every journey, every time!