(Beijing) On Thursday, 2008 BMW Children’s Traffic Safety Education Program arrived at its final leg——China Children’s Center in Beijing, where the closing ceremony was held. 2008 is the fourth successive year that BMW has held the children’s traffic safety themed program, which aims at helping children to cultivate the awareness of traffic safety and enhance their awareness of self-protection. Mr. Jochen Goller, Vice President of Marketing, BMW Group China, Ms Cong Zhong Xiao, Director of China Children’s Center and Mr.He Cheng, Deputy Chief of Beijing Traffic Administration Bureau attend the closing ceremony.
Ever since its official launch on April 7th in Beijing, the 2008 BMW Children Traffic Safety Education has been successfully held in local Children & Youth’s palaces across 10 key cities in the past 7 months, including Hangzhou, Shanghai, Wenzhou, Shenyang, Shenzhen, Guangzhou, Xiamen, Chengdu and Wuhan. At the closing ceremony in Beijing, representatives of local Children & Youth’s Palaces from the 10 cities displayed and combined the relay banner of each city together. The banner, on which children have signed their names and put on their handprints, is a witness of the joint efforts by the 10 cities’ children & youth’s palaces to promote children traffic safety education.
Mr.Jochen Goller, the Vice President of Marketing, BMW China Automotive Trading Ltd made the following remarks at the closing ceremony, “As a responsible Corporate Social Citizen, BMW has been dedicated in cultivating good habit of adhering to traffic rules and enhancing children’s awareness of self-protection. After four successive years of devotion, BMW Children’s Traffic Safety Education Program has become an indispensable part of BMW’s China Corporate Social Contribution Activities. In the future, we will closely cooperate with education departments at all levels, encouraging dealers, customers and more social forces to promote children’s traffic safety education and to hold up a safe sky for our children.”
Ms. Cong Zhong Xiao, Director of China Children’s Center said, “BMW has been carrying out the children’s traffic safety themed program for years and has been warmly received by people from all walks of life, especially children’s parents. Keeping children safe from potential traffic dangers requires not only the care of parents, but also scientific teaching methods from society. BMW has absolutely set up a good example in this respect.”
This year, over 3200 children aging from 4 to 6 from 100 kindergartens all over the country participated in the 2008 BMW Children Traffic Safety Education program with the theme “Use Zebra Crossing When Going over Street”. Through cooperation with China Children’s Center, BMW has set up “BMW children’s traffic safety theme park” simulating the real traffic environment. In this park, through interesting role-play game, children learned about basic traffic rules for motorcycles, non-motorized vehicles and pedestrians. In addition, the puppet show of ‘Crossing the Road Safely’ and the interactive game ‘Playing Traffic Safety Chess with parents’ have further strengthened the children’s understanding of basic traffic rules while enhancing parents’ traffic safety awareness as an indirect impact.
In addition, in order to involve more children into traffic safety education, through cooperation with China’s famous pre-education experts, BMW has prepared “Traffic Safety Packages” and distributed them to 500 kindergartens all over the country, increasing the number of children who can benefit from this program to 100,000 this year. On Children’s Day this year, BMW also launched an ‘Online Children’s Traffic Safety Game Park’ to bring Children’s Traffic Safety Education to every household. The Cyber Game not only improved the convenience and interest of children’ traffic education, but also provided an expanded channel to for a wider range of participants in the future.
BMW has always been actively motivating more social forces, including BMW dealers, to be involved in the concrete actions for its corporate social contributions. Starting from this year, apart from the activities held in children & Youth’s palace in 10 cities, BMW Children Traffic Safety Education Program has also been carried out by 46 BMW authorized dealers across the country, benefiting over 2,000 children from 65 kindergartens. The dealer-level activities have greatly increased the number of children all over the country who can have chance to accept necessary traffic education.
As a world leading automotive product manufacturer, BMW is the First Automaker to Launch Professional Road Safety Training Programs dated back 1977. As an important part of BMW Corporate Social Contribution, since being launched in 2005, BMW Children Traffic Safety Education has resulted in very positive feedback from government and other groups of our society. In addition, BMW has also been carrying out other long-term and sustainable corporate social contributions activities, such as “BMW China Culture Journey”, as well as BMW Excellent University Students Award Fund. In June this year, in addition to donation of 1 million RMB and 3 BMW X3, BMW also contributed 10 millions RMB to set up BMW Warm Heart Fund with China Charity Federation, in order to provide long-term support to the reconstruction work of Sichuan earthquake affected area and to provide a platform for other warm heart activities.
