Research Question:​ In today's society automotive manufacturers have always been more than just vehicle designers and builders. Social and environmental responsibility are a fundamental part, especially considering our customers.

With the addition of many new passive and active safety features, traffic fatalities over the last decades have been significantly reduced. It is however important not to forget the basics and ensure restraint systems are used correctly.

Motivated by reports of low usage of child restraints or high misuse rates of these systems despite numerous campaigns of legal and consumer institutions, a private initiative laid the grounding for a promising idea:​ Instead of trying to convince adults, why not teach children directly to use the restraint systems correctly?

Method and Data Sources:​ The primary goal of this initiative was to awaken children’s natural knowledge appetite in order to better understand the basic physics and possible consequences of vehicle accidents. Over a number of events and in‐school workshops, children aged between 6‐10 years were educated in vehicle safety as occupants.

Results:​ With this additional knowledge it was possible to motivate the children to properly use restraint systems, thereby lowering risks in the event of an accident. After gaining this knowledge children were also more likely to function as role model for friends and even parents. To ensure a lasting effect, a booklet and a short film were especially designed for children. This gave children the additional opportunity to digest the knowledge acquired and to encourage a further discussion with their parents.

Discussion and Limitations:​ As this initiative received very positive feedback it is now about time to reflect and evolve in a broader approach. We hope to present further ways of rolling out this program to a much wider audience.

The vision is ultimately to further reduce the risk of children being injured in vehicles accidents.

Conclusion:​ With this initiative a fundamental addition supporting path to all the existing campaigns for parents has been found.