This campaign was created to raise public awareness about the dangers and consequences of leaving children unattended in locked cars. During summer, temperatures inside cars can rise up to 20°C higher than the outside temperature, making it potentially dangerous for your child.

At GMC, safety has always been one of our highest organizational values underpinning everything we do. Through our innovations, we constantly strive to add value to the safety standards of our vehicles, while as fellow community members, we believe it is important to shed light on a highly concerning issue.

THE FORGOTTEN TOY

After conducting thorough research, a special toy was created as a metaphorical representation of a child in order to portray the severity of leaving kids in locked cars. The Forgotten Toy was made with a combination of three different materials: Silicone, Paraffin wax and Beeswax. The wax model was then carefully textured by sculptors to replicate a real-life scenario. 

BACKGROUND

Our message caters to people living in the Gulf region where the temperature tends to go up to 50°C during summer.  Climatic conditions in locked cars at such temperatures can lead to serious injury or death.

The negative effects of extreme temperatures on children have been confirmed by several associations of pediatrics worldwide. Studies have shown that the temperature inside a parked car can reach up to 30°C more than the outside temperature in less than 15 minutes.

According to several medical sources, children’s bodies tend to heat up 3 to 5 times faster than adults, and are also incapable of cooling themselves down. 

We aim to raise awareness in hope of preventing such injuries or fatal occurrences as summer approaches. Join us in raising awareness in your community by sharing the message. 

Behind the scenes

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References:
The National. (2015). How 20 minutes can be fatal for children locked in cars. [online]

Fundacion MAPFRE, (2016). At 25 degrees inside a car for 10 minutes is enough to give a child heatstroke. [online]

Gulf News UAE (2018). UAE temperatures hit near 50 degrees Celsius. [online]