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The Baby Box Co – Baby Box

Safer Road Users, 2019

The concept of Baby Boxes began 80 years ago in Finland to reduce occurrence of sudden infant death by providing families with essential healthcare, social support and education.

Research from the USA and intelligence from Highways England has identified that transportation of children is one of the greatest risks of harm facing infants in modern motorised societies.

A partnership between Highways England and The Baby Box Co was established in 2016 to introduce and raise awareness of safe and sustainable travel. Now using the slogan: ‘Our community is your safety net bringing you expert information and trusted products so you can protect the ones who matter most’ the Baby Box on-line portal delivers expert information and trusted products as well as parenting education including child safety in cars and on the road. This has been achieved through an interactive system where parents receive incentives to confirm their understanding.

The new road safety content includes a film-based educational element emphasising the importance of vehicle checks including tyre safety. It has been watched by nearly 100,000 parents with 97 per cent successfully passing the assessment to prove their understanding of the information and the content.