Volvo supports Mother Baby & Child Show in drive to improve child safety

The pioneering Swedish manufacturer, will be taking that message to the public as a part of its participation at the three day Mother, Baby and Child Show 2007 organised by The Main Event (TME) which takes place at the Dubai International Exhibition Centre on 16 -18 December 2007.

It is estimated in Dubai alone that sadly, at least 12 per cent of all traffic fatalities involve children, because too many parents allow them to sit in the front seat or put them in the back without special safety seats or belts.

According to the Dubai Department of Health and Medical Services, most children involved in car accidents, sustain injuries to their heads and abdomen. Doctors have confirmed that many injuries could be avoided by simply using child restraints to ensure their safety.

Volvo has chosen to support the Mother, Baby and Child Show because it is a brand with a culture that has traditionally focused on safety and has a human-centric approach to designing cars.

"Volvo realise that mothers are increasingly aware of the danger faced by their children when travelling in a car," said Shannon Norris, Events Director at TME. "They also realise that women play a major part in deciding which car brand to purchase for the family!"

Volvo will be exhibiting their latest safety features at the show such as the new two-stage booster cushions. These integrated seats adjust to two heights to accommodate children of different sizes. Even smaller children can be seated higher to enjoy a safer and more comfortable ride.

In addition, the inflatable side curtains in the all-new Volvo V/XC70 have been extended by 60mm, which, in combination with the height-adjustable booster cushions and stronger body side structure, provide more children of different sizes with better protection. Volvo will also have copies its "Children and Cars" safety manual on hand.

"People trust us, and that's a big responsibility," says Ingrid Skogsmo, Director Volvo Car Safety Centre. "We have to maintain this trust - not only with words, but with actions. That's also why the safety in a Volvo always begins and ends in a real life situation."

In addition to car safety issues, the show will maintain it ethos with a wholesome approach to family and childcare. Issues affecting not only children but parents and mums-to-be will be highlighted through practical free advice and tips on everything from breastfeeding and nutrition to early learning.

Last year the event attracted over 30,000 visitors over three days and in excess of 130 brands, retailers and entertainment providers, covering more than 4,000 square metres are expected to participate this year.

"Over the years, the secret of our success has been providing a common platform which appeals to all family members. Whilst mums are checking out the latest in childcare, the 'little ones' are kept busy with live stage acts featuring TV characters such as Barney, Care Bears, Fulla and Power Rangers," added Norris.

This year's sponsors include, Progress Gold, New Boy, Volvo, Fuji Film and Malaysia Airlines.