Business Development for SeatBeltPlus: Safety Seat Belt System for the Protection of Pregnant Car Occupants and their Fetuses.

Analysis of in-depth interviews with 100 pregnant women at Loughborough Universityrevealed that a major source of anxiety for pregnant woman occupants is the thought ofharming their unborn babies with the seatbelts that they wear to protect themselves.When they position their seatbelt, its gradual move upwards on the bump is widelyreported in the questionnaires completed by further 800 pregnant women. Research alsoshowed that only 13% of the pregnant women in the UK position their seat beltcorrectly. Incorrect positioning of seat belts can indeed lead to fetus mortality in motorvehicleaccidents. The present innovation, SeatBeltPlus, is a novel car restraint systemdesigned for the protection and comfort of pregnant occupant and her fetus. It offers alow-cost and effective safety restraint system, which is applied to hold the conventional,three-point seat belt in the correct position continually. SeatBeltPlus can also provideimproved protection to male and non-pregnant female occupants.