How much is the life of your child worth? Every parent will answer ‘priceless’, of course. Every effort will be made to ensure that this priceless human will be well protected from any kind of harm. And when it comes to travelling in a motor vehicle, that means providing the best protection in the event of an accident.
For small children, specially designed childseats to suit their smaller size have been in use since the early 1960s. Evolving from the designs by Jean Ames and Leonard Rivkin in 1962, childseats have offered better protection and comfort with the use of new materials and structures. Today, there is a wide variety of childseats and international standards to ensure they provide sufficient protection.
For parents who want to give their child the very best protection, babyark, an innovative child safety tech company, has introduced a new childseat for babies (and up to 6 years old) that is very advanced. It is designed and engineered to meet the highest standards of safety using unique impact-absorbing technology, advanced materials including carbonfibres and a comprehensive connected sensor system.
BMW Group Malaysia has been among the more supportive car companies with regard to the introduction of childseats by car-owners. As far back as 2019, the company was already running a subsidy programme to help parents in the B40 income group to purchase childseats required when the mandatory requirement came into effect in 2020.
Now it has announced the NEXTStep Subsidy Programme in collaboration with long-term partner Safe ‘n Sound, to provide fully subsidised childseats to parents in the B40 income group. This programme is part of the BMW Safety 360° initiative. It follows on from the successful subsidy programme that saw over 300 childseats delivered to parents across Malaysia since the end of 2019.
The new subsidy programme will provide parents with childseats for children of up to 36 kgs with donations previously made by BMW Group Financial Services Malaysia.
“For over eight years, the BMW Safety 360° initiative has focused on raising awareness and encouraging action amongst families for more responsible road and car safety practices in Malaysia. Although we have placed a strong emphasis on child carseats in recent years with our many programmes and partnerships to advocate for the use of these seats, we recognise that the issue of low uptake must be tackled beyond verbal advocacy and partial subsidies, especially within communities that are in need in a time like this. With the NEXTStep Subsidy Programme, we aim to continue making child safety seats even more accessible to parents who can use a helping hand, ” said Hans de Visser, Managing Director of BMW Group Malaysia.
How to apply
The NEXTStep Subsidy Programme is applicable for families expecting a newborn or with a child up to 36 kgs, and whose monthly household income is below RM3,500. Parents can register at the Safe ‘n Sound website from now until May 22, 2022. Eligible applicants will be notified by Safe ‘n Sound via a WhatsApp to the contact number they provide.
Selected parents from outside the Klang Valley will be notified on the delivery status, while parents within the Klang Valley will be informed of a date, time and place to pick-up their new childseat. A suitable seat will be selected for the recipient according to their child’s respective weight and height, as well as vehicle requirement.
The range of fully subsidised childseats and prices (including shipping fees to recipients outside the Klang Valley) are shown below:
“For those still traveling back from their hometowns with their children, we would urge parents to think of their children’s safety by ensuring the right child car seats are used while on the road,” Mr. de Visser added.
BMW Group Financial Services Malaysia today committed, on behalf of their customers, to a RM100 donation to the BMW Safety 360° subsidy programme. The donation will come from every contract funded through BMW Engage, its online financing platform. By spending only 15 minutes to submit their applications through BMW Engage, customers can indirectly contribute to this good cause via BMW Group Financial Services.
25,000 applications for subsidised childseats
The BMW Safety 360° initiative subsidy programme was first introduced in December 2019 with Safe ‘n Sound and Childline Foundation. For that inaugural initiative, 150 units of infant carrier carseats were made available at a subsidised price of RM100 each. The initiative drew over 25,000 registrations from parents in the B40 income group. The second phase of the subsidy programme focused on equipping the remaining registrants from the first phase with a range of child safety seats for newborns to children of up to 36 kgs.
“Although the government has postponed the enforcement of the use of Child Restraint System (CRS) until the end of the year, we hope parents recognise the need for CRS to keep their children safe while on the road – no matter how short the driving distance. However, we recognise that advocating for child safety seats is a shared responsibility, and with BMW Safety 360° and its respective partners, we are also taking ownership to ensure more child safety seats are accessible to those in the B40 income group,” said Tobias Eismann, MD of BMW Group Financial Services Malaysia.
More supporters invited
Sashi Ambi, Head of Corporate Communications at BMW Group Malaysia, notes that the support from BMW Group Financial Services Malaysia’s has come at just the right time. “We are continuing to equip even more parents with child safety seats before the end of the year. Once again, we want to continue to urge individuals, partners and companies who have the means to support – be it through raising greater awareness on the topic through education, making child safety seats more accessible or reaching out to us for collaborations – to make child safety seats instinctive for parents moving forward,” he said.
BMW Engage is a first-of-its-kind online financing platform introduced by BMW Group Financial Services Malaysia which makes applying for financing for a BMW or MINI vehicle purchase easier. The process can be done from home or office, thereby supporting the government’s call to practice social distancing as much as possible so as to prevent spread of COVID-19.
It also supports the BMW Group’s overall contribution to sustainable environment by reducing the use of paper through digitised processes.
With the compulsory use of Child Restraint Systems (CRS), typically childseats, having been imposed at the beginning of this year, parents have to buy such seats if they want to bring their small children out in the car. However, for those in the lower income group, it may be tough to purchase this item. To help this group, BMW Malaysia, Safe ‘n Sound and Childline Foundation have announced the second phase of the child safety seat subsidy programme.
Helping the B40 group
The programme, aimed at the B40 group, will be supported by Shopee as its exclusive E-Commerce Partner alongside baby and children goods brands – KU.KU Duckbill and Otomo, educational toys and games distributor – Mideer, food storage sealing solutions provider – Ankou, and car performance parts and accessories provider – Kakimotor.
As part of the BMW Safety 360° initiative, the subsidy programme was first introduced in December 2019 with Safe ‘n Sound and Childline Foundation where 150 units of infant carrier car seats were made available at a subsidised price of RM100 each. The initiative drew over 25,000 registrations from parents in the B40 income group.
“Our aim with this initiative has always been to make the use of child safety car seats instinctively mandatory; a basic practice as parents to ensure that children are always safe in cars. We are very pleased that these brands have come in to help us to not only advocate the importance of child safety seats but also to make more child safety seats accessible to those in the B40 income group. We hope more partners will continue to join us in taking ownership of this shared responsibility as we move towards collectively affecting change,” said Sashi Ambi, Head of Corporate Communications at BMW Group Malaysia.
Second phase
The second phase of the subsidy programme will focus on equipping the remaining registrants from the first phase with a range of child safety seats for newborns to children of up to 36 kgs. This includes the snskidz Ace infant carrier car seat (for newborn to 13 kgs), the snskidz Sport car seat (for newborn to 18 kgs) and the snskidz Proto (for 2 year-olds to 36 kgs). All snskidz child safety seats carry the ECE R44-04 certification.
Each of the snskidz child safety seats will be made available with the RM50 in subsidy amount, on top of a discounted price from Safe ‘n Sound that is exclusive for recipients of the subsidy programme. The snskidz Ace will be available at a subsidised price of RM99 (normally RM199) while the snskidz Sport and snskidz Proto will be priced at RM169 (RM269) and RM249 (RM349), respectively.
Recipients of the subsidy programme will receive a unique Shopee voucher worth RM113 which can be applied upon check-out at a dedicated microsite.
Raising additional funds
In hopes of accelerating the delivery of child safety seats amongst the first 25,000 registrants, BMW Malaysia, Safe ‘n Sound and Childline Foundation are also initiating a public fund-raiser on the microsite. There is no minimum amount of contributions required from individuals. All funds raised will be channelled to Childline Foundation to subsidise as many child safety seats as possible for the remaining registrants.
“The new partners coming in to help us with this programme could not arrive at a better time, especially in light of the upcoming Hari Raya Aidilfitri celebrations. We want to continue to urge individuals, partners and companies who have the means to help subsidise these child safety seats to come together and take part in this movement to make child safety seats the first thing parents think about when they have their children in vehicles – whether by raising greater awareness on the topic through education, making child safety seats more accessible, or reaching out to us to be a part of the subsidy programme. We do hope to further accelerate delivery with the help and support from all Malaysians nationwide,” said Mr. Ambi.
Since the year began, the law making it compulsory for small children and infants to be placed in childseats when travelling in cars has come into effect. While the Transport Minister has said that, during the first 6 months of 2020, summonses will not be issued to those who do not comply, it doesn’t mean that the matter should be ignored either.
Meanwhile, one car company has taken the initiative to help in promoting the use of childseats. As reported earlier, BMW Group Malaysia has a subsidy programme as part of the BMW Safety 360° initiative. In its first phase, the car company, Childline Foundation and Safe ‘n Sound made 150 units of certified infant carrier car seats available at a subsidised price of RM100 each for parents in the B40 income group.
Not unexpectedly, response was great and over 25,000 parents made applications within 2 weeks of registrations being accepted. The infant carrier seats, which retail for RM199, were recently presented to parents from the Klang Valley region, while the remaining seats will be sent to recipients across the nation.
From the big response, it is clear that parents are aware of the need to provide the seats for their little ones. However, one company alone cannot keep subsidising the cost and BMW Group Malaysia invites other companies to join in the initiative. “There is an urgent need for us to come together and take action. The overwhelming response to the first phase of the subsidy programme shows that more parents are now aware of the need for child car seats and are quick to adopt its usage given the opportunity. As such, to all partners and companies who have the means to help subsidise these infant carrier car seats, we welcome you to join in the subsidy programme to prioritise child safety in cars for all,” said Sashi Ambi, Head of Corporate Communications at BMW Group Malaysia.
Interested parties can be part of the subsidy programme by writing to bmw@voxeureka.com with the name of the participating company and the amount of subsidy (in Malaysian ringgit) they would like to commit by February 13, 2020.
While housewives may be able to limit their driving as their pregnancy progresses, there are many women who will still be driving to work daily. During this journey to parenthood (if it’s the first time), mothers-to-be need to continuously make in-vehicle adjustments to ensure optimal positioning and safety while driving.
To help engineers better understand the needs of expectant mothers, Ford Motor Company designed an ‘empathy belly’ – or pregnancy suit. This maternity suit adds an extra 13.6 kgs of weight (the average weight gained during pregnancy) and simulates the bulkiness and discomfort of the third trimester of pregnancy, helping engineers design vehicles that enable expectant mothers – and a broad range of drivers – to make necessary adjustments that support safe driving.
Based on insights gained from wearing the empathy belly, here are top tips from Ford to further help women drivers on the road to motherhood.
Seatbelt safety
Ensure the seatbelt has a snug fit. Pull the seatbelt over the shoulder, between the breasts and to the side of the belly. The lap portion of the belt should be located at the hip, and below – not across – the abdomen, making sure it lies as flat as possible under the curve of the belly. Never put the shoulder belt behind or under the arm, as this can cause serious injury in the event of an accident.
Make proper vehicle adjustments
Move the seat back to a comfortable distance from the pedals, ideally sitting about 25 cm away from the steering wheel, to protect the abdomen if the airbag deploys in a frontal collision. If the car’s steering wheel is adjustable, point the centre of the steering wheel away from the belly and toward the chest. After changing the seat position, be sure to adjust the rearview and outside mirrors. Should backaches occur, place a small round pillow or rolled towel behind the lower back to improve comfort while driving.
From snack attacks…to nausea
Food cravings (and ‘morning’ sickness) can happen at any time of day. Be sure to pack plenty of water and favourite snacks to satisfy those cravings. Keep extra ‘nausea bags’ in the purse and glovebox. And always avoid distracted driving – pull over to a safe place when hunger or sickness strikes.
Have a rest… or avoid driving
The ‘pregnant brain’ endures more strain than usual, so map out trips in advance (use Waze to see how long the journey might take). Avoid driving long distances if possible, and take frequent breaks to promote blood circulation in the feet, since feet and ankles swell more easily when sitting for extended periods of time. So take a break, and stretch and move the legs, feet and toes.
Better still – avoid driving when possible. For expectant mothers, the middle rear seat is the safest place in a car (as long as it offers a shoulder and lap belt). But if seated in the front passenger seat, push it back as far as possible to protect the abdomen if the airbag deploys.
Shop for a childseat
Once the baby has arrived, a childseat will be necessary and an infant seat will be the type to use during the first 2 years. After that, depending on the speed of growth, a bigger seat will be needed. Unless really necessary, the childseat should be installed at the back instead of the front passenger’s seat. A small wide-angle ‘baby mirror’ can be installed on the ceiling so the driver can watch the back without having to turn around frequently.
The Malaysian Institute of Road Safety Research (MIROS) and Lazada Malaysia today signed a Memorandum of Understanding (MoU) to work together to raise awareness on the importance of child restraint systems (CRS) in reducing road fatalities. As part of the initiatives under the MoU, Lazada Malaysia has launched its Car Seat Assurance programme – a curation of CRS products on LazMall – which currently offers over 40 product models from 6 local and international brands.
Prices range from RM100 to RM1,599 and Lazada gives assurance that each childseat bearing the Car Seat Assurance icon are sold by companies which have submitted to Lazada copies of UNR44 or UNR129 certificates (which are strict and comprehensive sets of child carseat safety regulations by the UN) as well as crash test reports. This product documentation has also been submitted to MIROS for further evaluation as part of an ongoing process to ensure that product safety is not compromised.
Compulsory use of child restraint systems, ie childseats, will come into effect from January 1, 2020. All childseats must meet the United Nations’ ECE R44/04 and ECE R129 specifications.
“We are delighted to have Lazada on board to carry out this initiative which will contribute to the government’s objectives to reduce serious road traffic injuries and fatalities. Through the Lazada Car Seat Assurance programme, we hope to educate more parents on the importance of CRS use and choosing the appropriate CRS for their children which meets the requirements detailed in the Guidelines for Child Restraint System in Malaysia,” said Dr. Siti Zaharah Ishak, Director-General of MIROS.
“We also need to change the perception that regulation-compliant childseats are unaffordable and make it easier for Malaysians to purchase childseats from wherever they may be and accessible throughout Malaysia,” Dr. Siti added.
During the first 6 months of 2020 when the law is in effect, summonses will not be issued to motorists who do not place their small children in childseats. Enforcement officers will give warnings and advice instead. The firm decision to introduce the law comes from the fact that less than 30% of motorists have been found to provide childseats, while a MIROS study found that 31 out of 53 (58 per cent) children and infants died due to road accidents.
Yesterday marked the official launch of Vehicle Safety Week 2019 which is currently taking place at the Malaysian Institute of Road Safety Research (MIROS) PC3 crash testing centre in Melaka. To mark this momentous occasion, our very own deputy prime minister, Datuk Seri Wan Azizah Wan Ismail, was also there to unveil the official child restraint system guidelines called ‘Buku Garis Panduan Kerusi Keselamatan Kanak-kanak di Malaysia’. (more…)