Sway PR is proud to announce its appointment as the UK public relations agency for Axkid, the pioneering Swedish child car seat brand.
Under this new partnership, Sway PR will develop and lead a strategic UK communications campaign focused on raising awareness of the critical importance of extended rear-facing car seats. The initiative aims to educate media and parents, influence safety recommendations, and improve access to life-saving car seat solutions across the UK.
In the UK, awareness of car seat regulations remains alarmingly low, as revealed in the Axkid Car Seat Report 2025. At the same time, clear, evidence-based guidance on best practices for child car safety is lacking.
This combination creates a perfect storm of confusion, leading many parents to move children into forward-facing seats too early, rely on booster cushions that offer limited protection, or even forgo additional safety measures altogether.
The outcome is a widespread knowledge gap that leaves thousands of children unnecessarily vulnerable in the event of a collision. Closing this gap lies at the heart of Axkid’s mission — to educate parents, caregivers, and the media on the life-saving importance of extended rear-facing travel.
Child car seats are not lifestyle accessories—they are safety-critical devices governed by rigorous laws and regulations. While legal standards establish the minimum threshold for crash testing, parents need to know how seats perform under more demanding, real-world conditions to make an educated purchasing decision suitable for their precious family.
Together, Axkid and Sway PR believe that car seat reviews have a vital responsibility to inform not only on legal minimums but also about real-world best-practice safety benchmarks.
“Our goal is to shift the conversation from ‘legal compliance’ to ‘exemplary safety,’” said Charlotte Allister, Director at Sway PR. “By highlighting the Swedish Plus Test and the lifesaving benefits of extended rear-facing, we can help parents make the most informed decisions when choosing a child car seat.”
Key elements of the UK PR campaign will include:
• Media briefings and product demonstrations that showcase Axkid seats undergoing the Swedish Plus Test
• Educating media and partners on the Swedish Plus Test and extended rear facing
• Expert commentary on extended rear-facing and its proven ability to greatly reduce injury risk in collisions
• Partnerships with leading publications to reinforce the message that safety-critical devices demand more than minimum standards, and lifestyle implications should always be a secondary decision to safety
“Axkid is committed to raising the bar for child passenger safety,” said Jayne Caul, Managing Director of Axkid. “We are pleased to work with Sway PR to ensure that UK parents understand why the Swedish Plus Test and extended rear-facing matter—not just from a regulatory standpoint, but for real-world protection.”
