Abu Khader Automotive, the exclusive importer of BMW Group vehicles in Jordan has launched a 'Stay Alert. Stay Alive.' road safety campaign for the first time in Jordan. Supported by the Central Traffic Department, Mazaj FM, and Mood 92, the campaign aims to help raise awareness of the importance of road safety in the country.

Statistics on road safety in the Kingdom show the need for change, as there was a 14% increase in the number of traffic accidents from 2009 to 2010, with the highest rates recorded during the summer months of June, July and August. Jordan also has one of the highest average number of road-related deaths in the Middle East with an average of 797.3 deaths per year from the year 2000-2009. Overall, in Jordan an accident occurs every 4 minutes and someone dies from an accident every 13 hours.

The BMW Group Middle East 'Stay Alert. Stay Alive.' campaign was first launched in 2010 in the UAE, and is being extended across several other Middle East countries. Working closely with BMW Group importers, the campaign aims to try encourage safe driving with particular focus on the importance of all passengers buckling up and wearing seatbelts.

After conducting research with BMW and MINI customers, BMW Group Middle East identified the use of seat-belts, and in particular, appropriate child car seat restraints, as the key issues to be tackled in the campaign. As a result the theme of the campaign in Jordan is seatbelt use and will include various awareness activities, both in the showroom and on local radio stations, with the aim of distributing over 500 complimentary child booster cushions to families across the Kingdom. The cushions, distributed to parents with children aged 6-11 years (22-36 kgs), elevate the child so that the seatbelt falls comfortably across his chest rather than his neck or shoulder.

Speaking at a press conference to launch the campaign, Zaid Al-Abdullat, General Manager at Abu Khader Automotive, said, "The statistics show how many lives are being lost every year due to traffic accidents in Jordan, so we felt it was important to bring the BMW Group Middle East's award-winning 'Stay Alert. Stay Alive' campaign to Jordan to help encourage safer driving habits on our roads. We will commence our campaign with distributing free booster cushions to families with children aged 6-11 years old at our showroom and the Central Traffic Department in addition to the Radio Stations, but the bigger responsibility is on parents to ensure that they are used properly." 

He added, "Everyone should be fully aware of how best to protect themselves and their children against the dangers posed by driving. We all have a role to play - the government, automotive companies, and the general public. Without a doubt, the simplest way for drivers and passengers to protect themselves is to buckle-up every time."

Until the age of seven, children's bones are still forming and their skull and ribcage are still extremely flexible. This means that any impact can result in significant deformation of the head and brain, or damage to the heart, lungs and other internal organs. At this age, the pelvis is unstable and cannot withstand the forces from the use of regular seat-belts and therefore appropriate child restraints are essential to reduce the risk of injury.

Brigadier General Adnan Mahmoud Farih, Section Head at Central Traffic Department, said, "It is essential for parents to ensure they use the right restraint for their child's age and size. There are different seats available and the selection of the appropriate one is crucial to ensuring that children are effectively protected. Children cannot be expected to decide on how best to protect themselves: that responsibility is solely in the hands of their parents. By buying and correctly installing the right car restraints for their children, parents can significantly enhance their protection."

Child restraints have been shown to reduce infant deaths by approximately 70%, and fatalities by between 54% and 80% in an accident. It is also known that 83% of belted and restrained children remain uninjured in accidents. Booster seats for children aged between four and 11 years old have been shown to reduce the risk of injury by 59% compared to seat belts alone.

The campaign will begin on various Jordanian radio stations during the month of December for a period of one month, while a specialised kiosk has been set up at Abu Khader Automotive's showroom in Mecca Street in Amman for eligible families to pick up free booster cushions and learn about the ways to ensure children's safety in their cars.