Toyota Team Athlete Alana Nichols shares passion for child passenger safety in collaboration with Buckle Up for Life

Video released during the National Passenger Safety Week, January 22nd to 28thto raise awareness of resources available to parents/guardians

PLAN, Texas, January 24, 2023 /PRNewswire/ — Three-time Paralympic gold medalist Alana Nichols is teaming up with Buckle Up for Life – a national child passenger safety program created by Toyota and the Cincinnati Children’s Hospital Medical Center – to promote the importance of child passenger safety in vehicles.

In a public service announcement released during National Passenger Safety Week (January 22nd to 28th), Nichols discusses how the safety of child passengers has always been a top priority for her – but it grew to an even greater and intensely personal level of importance when she became a mother.

“As a Paralympic athlete, it’s a great privilege to have a public platform from which I can speak,” said Nichols. “And now as a mother, one of my greatest passions is helping parents and caregivers fully appreciate the importance of child passenger safety.”

Nichols shares his personal story on the PSA, which was filmed in Nichols’ home. It includes scenes of her playing with her 3-year-old son, Gunnar, as well as the two driving around in her car. Reno, Nevadaneighborhood in his Toyota Sienna.

She says a catalyst for making the video was realizing that only one in four car seats are installed correctly.

“I was shocked when I heard that statistic,” she said. “But maybe I shouldn’t, because I’m the first to recognize that car seat installation can be difficult. So it’s important for people to know that there is a program available – Buckle Up for Life – that can help ensure that the car seat is installed. correctly.”

Through community events and online resources, Buckle Up for Life provides parents and caregivers with the latest information to help find the right seats for their child and how to properly install and use those seats. They also provide personal assistance through their local partner agencies.

“Alana’s passion for child passenger safety and her partnership with Buckle Up for Life will help raise awareness to help save lives,” said Gloria del Castillo, Child Passenger Safety Specialist at Cincinnati Children’s and Senior Community Engagement Specialist at Buckle Up for Life. “As an athlete, mother and member of Team Toyota, her message resonates with parents and caregivers across the country.”

“Buckle Up for Life strives to ensure that families have the resources and education they need to keep their children safe on the road,” said keith jones, Senior Manager, Strategic Partnerships, Mobility, Toyota Motor North America. “Alana’s support and her heartfelt video message will reach thousands of families. And at Toyota, we will be sharing her message with team members, customers and other Toyota partners across the country.”

An avid snowboarder during her youth, in 2000 at age 17, Nichols injured her back while attempting a backflip on her snowboard. The injury left her paralyzed from the waist down, but she quickly transitioned into adaptive sports. She is a five-time Paralympic and six-time medalist. Nichols is the first American Olympian to win gold medals in both the summer (wheelchair basketball) and winter (alpine ski racing) Paralympic Games.

About Buckle Up for Life

Buckle Up for Life is a national injury prevention program for families created by Toyota and Cincinnati Children’s Hospital Medical Center in 2004 to help keep children safe. The program partners with leading children’s hospitals, community organizations, local governments, schools and non-profit organizations to educate parents and children about the proper use of car seats and seat belts and provide free car seats to families in need. Buckle Up for Life has reached over 180,000 people in collaboration with over 600 community organizations in nearly 250 cities across the country – and expands to new partners each year. In just one city, the program nearly tripled the appropriate use of car seats among participating households. Toyota has provided funding for over 90,000 child safety seats for families in need. For more information about Buckle Up for Life, visit

About Cincinnati Children’s

Cincinnati Children’s is ranked third in the nation on US News & World Report’s 2022-23 list of top children’s hospitals. A non-profit academic medical center founded in 1883, Cincinnati Children’s is internationally recognized for improving children’s health and transforming care delivery through research, education and innovation.

about toyota

Toyota (NYSE:TM) has been part of America’s cultural fabric for more than 65 years and is committed to advancing next-generation sustainable mobility through our Toyota and Lexus brands and our nearly 1,500 dealerships.

Toyota directly employs more than 39,000 people in the United States who have contributed to the design, engineering and assembly of more than 33 million cars and trucks at our nine factories. By 2025, Toyota’s tenth factory in North Caroline will begin manufacturing automotive batteries for electrified vehicles. With more electrified vehicles on the road than any other automaker, Toyota currently offers 20 electrified options, the most of any automaker, with more in showrooms later this year.

To help inspire the next generation to pursue a career in STEM-based fields, including mobility, Toyota launched its virtual education center in with an immersive experience and the chance to virtually tour many of our factories across the United States. The hub also includes a series of free STEM and curriculum-based classes through Toyota USA Foundation partners, virtual field trips and more. For more information about Toyota, visit

media contact

Victor Vanov
Toyota Corporate Communication
[email protected]

SOURCE Toyota Motor North America

Toyota Team Athlete Alana Nichols shares passion for child passenger safety in collaboration with Buckle Up for Life

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