Mass Mailing Urges Back Seat Riding for Kids

In a large publicity push to protect children, some of the nation’s largest insurers and other companies are mailing millions of pamphlets telling customers that children are safest in the back seat of cars with dual air bags.

Insurers are joining with other companies and medical groups before the busy holiday traveling season to get a basic message out to their customers: Air bag safety means buckle up, children in back.

Air bags have been blamed for the deaths of 30 children and infants, according to the National Highway Traffic Safety Administration.

The educational effort involves about 30 companies and was organized by the Air Bag Safety Campaign, which is primarily financed by auto makers and insurers.

The group plans a news conference today to announce that the safety tips pamphlet will be passed out at rest areas along the busiest highways in all 50 states during the four-day Thanksgiving holiday.

Among the insurance companies, Allstate Corp. is including the pamphlet on air bag safety tips in its billing statements to more than 11 million customers.