Holden Captiva has celebrated the launch of its new 2016 LTZ model by partnering with Mamamia Women’s Network to create the ‘Hold My Hand’ campaign, which explores parent concerns regarding child safety around cars.

Central to the campaign is a ‘Hold my Hand’ magnet, which incorporates a paw the size of a small hand and the words ‘Hold my Hand’.

The magnet is aimed to be placed outside of the car to educate children to touch and stay close to the vehicle when the car is being loaded and unloaded.

The ‘Hold My Hand’ campaign is based on a research study Mamamia conducted in conjunction with Holden that looks at Australian mothers and their attitudes towards driving habits and safety concerns. The results revealed 89 per cent of mothers are constantly worrying about their child’s safety around cars, roads, driveways and carparks.

The insights also suggest that mothers are always looking for car features that will assist them throughout their busy daily schedules, and offer the value of space as their families grow.

Other findings showed that mothers with two or more little ones have major concerns trying to multitask loading up the car and keeping their kids safe, while 93 per cent are worried about reversing drivers in car parks.

More than three-quarters of mothers surveyed said they would like a “child safety spot” outside the car, with 72 per cent of them saying they would install an item to educate children to stay close to the vehicle.

Holden’s executive director for marketing, Geraldine Davys, said the car manufacturer is committed to its customers with products and campaigns that support their lifestyles.

“The Captiva ‘Hold my Hand’ campaign is a perfect demonstration of how Holden is focused on supporting our customer’s lifestyles,” Davys said.

“In working with Mamamia Women’s Network, we have been able to recognise concerns of mothers and support with an innovative, fun campaign.”