Cars
Traffic safety: Caring for the most vulnerable
(China Daily)
Updated: 2010-04-23 17:16
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BMW's Children's Traffic Safety Education (CTSE) program begun in 2005 is designed to teach children through games, songs, signs and theater to learn how to protect themselves in complicated traffic situations. The program will be offered in 20 cities in China this year.
Its Junior Campus fosters awareness of environmental issues and energy efficiency, while a textbook on traffic safety will be published and course deigned and taught in pilot schools in cooperation with the Ministry of Education.
In 2006, BMW began the Traffic Safety Angels Theater on Children's Day and published Anna, Paul and Mouse BeiBei, a children's book on traffic safety.
BMW has been dedicated to traffic safety education around the world for more than 20 years. As a global leader in the automotive industry, the company has a long-term commitment to education while striving to enhance both the active and passive safety of its products.
In 1977, BMW became the world's first automaker to provide professional training on road safety to all drivers. The training now includes 40 programs and covers China, Europe, the US, Canada, South Africa and other countries and regions.
In China, the company promotes establishment of a safe traffic environment and is active in educating children, teenagers and new motorists.
Over the past five years, with support from all walks of life, BMW has developed additional scientific and enjoyable games to aid in children's learning while enriching educational themes and courses.
It has continued to invest more resources to bring the program to more cities, and by November 2009 had reached more than 200,000 children. Through continuing cooperation with the China Children's Center, the automaker has established children's traffic safety parks in 18 cities.
With the slogan "I'm a little traffic safety vanguard", training camps brought safety and fun to 6,000 children and parents from 250 kindergartens across the country.
The company also invited outstanding traffic policemen from each city to show children and their parents how traffic safety works on site and distributed traffic safety packages as gifts to more than 100,000 children in 500 kindergartens across the country.
To celebrate the fifth anniversary of the program, BMW invited prominent preschool educators to compose a traffic safety children's song and launched a nationwide online campaign in 10 cities in search of leading players for roles in a music video. At the end of 2009, the company gave the vivid and poignant video to kindergartens across the nation.
The company also organized a car sticker painting contest in l0 cities to encourage children to express their understanding of traffic safety with imagination. By exhibiting the contest entries and turning them into stickers that will later be given to the public in a call to comply with traffic rules, the company also opened a window to draw the attention of adults to traffic safety.
Under the umbrella of traffic safety education, the BMW Warm Heart Fund for the quake-hit children in Chengdu began a "Complete Traffic Safety Experience" in Shenyang popular with children, parents and teachers.
In response to the nation's serious road accidents and fatalities due to drunk driving, BMW ran a campaign in Shanghai and Guangzhou called "Keep family at heart - don't drink and drive".
In March 2009, it was selected as one of 2008's best multinational companies and most responsible corporation in the 2008 Blue Cover Book of China's Auto Industry.
By November 2009, more than 400 media outlets in 18 cities including TV stations, radio, newspapers, magazines and Internet portals reported on the efforts.
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Child vehicle awareness has long been a major concern worldwide for the auto giant. [Provided to China Daily] |
