The Today show did a piece on this today and thought it was a great reminder to us all...scary stuff!! I remember hearing of the lady they speak of first when I was pregnant and it broke my heart. Its such an easy thing to do as we all get caught up in rushing around. When either Tom or I drop Winnie off at daycare on our own we check with the other to ensure we remembered to drop her off. I like their idea to put a teddy bear in the seat when she is not in there and put it in the front seat when she is there....may try it with one of her blankies or something.