LAKEWOOD, Colo. (August 16, 2002) -- The National Ski Areas Association (NSAA) today announced it has launched a new website, www.lidsonkids.org. The objective is to educate parents about putting helmets on their children while they're on the slopes and to heighten awareness about helmet usage.

"Wearing a helmet can help reduce the severity of a head injury under many circumstances," said NSAA President Michael Berry.

"We recommend that parents, skiers and snowboarders educate themselves about the benefits and limitations of helmets-and make an informed choice about whether to wear one or have their child wear one. We anticipate that our 'Lids On Kids' website will be an excellent resource, particularly for parents, interested in learning more about helmet usage on the slopes," said Berry.

The website also contains frequently asked questions and answers about helmets, related articles, ski and snowboard related games, tips on how to get started in the sport and testimonials from U.S. Ski Team athletes and others who feel positively about wearing helmets.

The "Lids On Kids" website was made possible by the support of the National Ski Patrol, Professional Ski Instructors of America, American Association of Snowboard Instructors, the International Brain Injury Association, the National Safety Council, SnowSports Industries America and the following helmet manufacturers who sincerely advocate slope safety education: Acerbis, Boeri Ski and Snowboard Helmets, Giro, Leedom, Ovo USA, R.E.D., Salomon and W Helmets.

NSAA will also produce a poster promoting helmet usage that will be distributed to ski areas across the country to display in their retail shops. Ski areas will also help to promote the "Lids On Kids" website via their brochures and websites.

"We recognize that although serious head injuries are relatively rare, about 2.6 percent of the reported injuries each season, they do occur and need to be addressed," said Berry.

"Wearing a helmet is a smart idea, but what's most important to remember is that there is no substitute for safe and responsible behavior on the slopes," explains Berry.

"We want to remind our guests this upcoming season that personal responsibility is key and to please adhere to the 'Your Responsibility Code,' the seven safety rules of the slopes," he added.

The "Lids On Kids" website is the newest addition to NSAA's already established "Heads Up" national ski and snowboard safety awareness campaign that was introduced in 1999. The objective is to help reduce the frequency of accidents and unify the ski industry to focus on and communicate a proactive, strong safety message. The ski industry recognizes that there are inherent risks to skiing and snowboarding. Overall skiing and snowboarding have excellent safety records as a result of the industry's on-going safety education for its guests. For more information about "Heads Up" and other industry safety initiatives, go to www.nsaa.org and click on skier/snowboarder safety.

— Posted by Ari Cheren, MountainZone.com Gear Editor