2015 BMW Children's Traffic Safety Education Program - featuring simulated driving experiences, safety education courses,"4-D" rides in a safety passenger seat and a "Train the Trainer" course - began at the China Science and Technology Museum in China's capital in July.

"We have consistently run the children's traffic safety training for more than a decade. Over the past 10 years, traffic safety education for children has grown to be one of our largest customer service relation events, with up to 370,000 children directly benefiting from it through last year," said Olaf Kastner, president& CEO, BMW Brilliance Automotive.

This year's event presents diverse and innovative training methods and platforms to enhance traffic safety awareness.

The weeklong program will move to Shanghai on Aug 13 and then travel to Chengdu, Sichuan province; Shenyang, Liaoning province; and Guangzhou, Guangdong province.

At the Beijing event, children seemed to greatly enjoy the An'an joy school, magic cinema, auto plant, first aid center and junior campus programs. "An'an" derives from the word "an", which means safety in Mandarin, and the Chinese tradition of parents doubling their children's given name, like "An'an", when they call for them.

The "Train the Trainer" course trains volunteers such as parents so that they can pass down traffic safety tips to children on a regular basis.

To give less privileged children the same access to safety education, BMW will bring a 3-D safety-themed movie called An'an's Adventures.

BMW Joy Homes, a public welfare program jointly initiated by BMW and its dealers, will broadcast the film to children attending the automaker's events in Beijing, Shanghai, Chengdu, Shenyang, Hangzhou and Guangzhou.

In order to reach a wider audience, BMW has also upgraded its BMW Children's Traffic Safety Education app to benefit more children who are unable to attend the program.

Molly Yang, vice-president, public relations & corporate social responsibility at BMW Brilliance Automotive, said BMW has made greater efforts this year to make these diverse programs a reality.

"BMW staff members contributed a number of inspiring and innovative ideas to the safety program, and their willingness to help the young generation have come true with the safety education programs," she said.

One of the innovative ideas came about from a pressing need at a Beijing school. An unnamed BMW staff member said her child's kindergarten teachers asked that students' parents give a public lecture once a month. But many parents were not sure what to teach to the children.

BMW currently publishes textbooks on traffic safety standards in China that have gained the approval of the Ministry of Education.

The BMW staff member suggested that the parents use the textbook to teach at the kindergarten.

To expand the scope of the safety education programs, BMW asks that each of their authorized dealers register with the company to ask for a subsidy to offer such training sessions to local children.

Sustainability

BMW Brilliance is committed to corporate citizenship and strives for sustainability in its company operations, which includes research and development, production and sales.

"Sustainability for us goes hand in hand with innovation. We are full of passion to fulfill our social responsibilities in various fields such as resources, intercultural innovation and social inclusion, and education," said Kastner.

He said early traffic safety education will enable the younger generation to grow into responsible drivers.

"For the past few years, we've added a few educational programs covering aspects of environmental change. The program has been an outstanding success and has become one of our iconic events. In 2015, we will further enhance our safety education initiatives," he said.

But BMW's focus on education is multifaceted.

It has worked with China's General Administration of Quality Supervision, Inspection and Quarantine to open a training base in 2013 for quality-control education in Shenyang, capital of Liaoning province, and the site of a BMW engine plant.

The move was the first of its kind in China with the nation's quality watchdog.

Since 2013, the training base has held four-hour classes every week for local students.

BMW has also continued its vocational training, dual education program and a PhD program in cooperation with Shenyang's Northeastern University.

It has built about 60 Joy Homes in remote areas to help children from poorer areas, the president said.

"BMW sets a target to expand more CSR programs and join hands with more partners who are keen on CSR efforts with us," said Yang.

BMW, which has been in China for more than 12 years, has proven its long-term commitment to China through its social programs, Yang said.

zhuanti@chinadaily.com.cn

(China Daily 08/10/2015 page19)