Campaign seeks to reduce traffic fatality rates among Hispanics

Miami — The death rate from motor vehicle crashes for Hispanic children between the ages of 5 and 12 is 72 percent higher than the rate for non-Hispanic children. A new campaign is being launched this week to curb the high traffic fatality rate among young Latinos. 

Determined to change this tragic situation, the National Highway Traffic Safety 
Administration (NHTSA), in partnership with the National Latino Children’s Institute and Nationwide Insurance, is launching a national bilingual initiative to inform 
Hispanic families, child care providers and the Spanish-speaking community about child passenger safety. Tested in 12 cities with diverse Latino populations, the 
initiative, Corazón de mi vida, has proven that Latinos will respond to messages and buckle up their children when the message speaks to their hearts. 

The kickoff in Miami-Dade County took place—appropriately, on Valentine’s Day—at the Day Care Center of the Cuban-American National Council in Little Havana. The event provided statistics documenting rates of traffic death and injury among Hispanics, as well as testimonials and endorsements, a preview of the Corazón de mi vida bilingual awareness campaign and demonstrations of the proper use of child passenger seats.

Corazón de mi vida was developed by the National Latino Children’s Institute (NLCI), a nonprofit organization that creates a voice for young Latinos. 

“The words ‘corazón de mi vida’ mean ‘you are the center of my life.’ This phrase captures the essence of child passenger safety for Latinos. We believe this message 
is so powerful that it will change the behaviors of Latinos who may not know how urgent it is for their children to ride in the backseat, buckled up in a safety seat,” 
said Rebeca Barrera, President of NLCI.

Because the program uses culturally appropriate materials and strategies, it is easy for Latino families to become involved in keeping their children safe, Barrera added.

Motor vehicle crashes are the leading cause of death among Hispanics under the age of 24 and the third-leading cause of death for all Hispanics, surpassed only by heart disease and cancer, according to statistics compiled by NHTSA.

With the assistance of Nationwide Insurance, which donated dozens of child 
passenger safety seats to families with children at the Cuban-American National Council’s day care center, NLCI shared valuable information that will help ensure child passenger safety. Nationwide Insurance has been a strong supporter of NHTSA’s efforts nationally to safeguard the lives of Latino children through the proper use of child passenger safety seats and donated $310,000 last year toward both the Corazón de mi vida initiatve and the purchase of child passenger safety seats.

“Nationwide is proud to fund this unprecedented program. We are committed to working closely with our partners at NLCI and NHTSA,” said Marco Capalino, director of markets development at Nationwide Insurance.

Maria Elena Salinas, Univision Network News anchor; Dra. Isabel Gómez-Bassols, host of Dra. Isabel at Radio Unica Network; and Beatriz Canals, anchor of Miami's Fox affiliate will attend the Valentine’s Day kickoff to support the campaign.

NLCI found that more than half of the parents attending Corazón de mi vida events around the country did not own safety seats until they participated in the program. 
In addition, almost every child safety seat checked at Corazón de mi vida events was incorrectly installed. 

“As the Hispanic community continues to grow, the nonuse or misuse of car seats and seat belts is emerging as a significant public health issue,” NHTSA spokesman Gabriel Cano said. “The bilingual initiative will focus on concerns such as the correct use of seat belts and child safety seats, pedestrian safety, and drinking and driving prevention.”

“We’re happy to join the NLCI and NHTSA in promoting child passenger safety as an important part of our mission,” said Guarioné Díaz, president and executive director of the Cuban-American National Council. “Providing quality child care to adolescent mothers and helping their babies develop into healthy children is a primary focus of our day care center. We want them safe in their cars.”

This project is possible with funding from

U.S. Department of Transportation         People Saving People