(From left to right) the Association of Registered Childcare Providers Malaysia (PPBM) child passenger safety advocate Karen Tan, BMW Group Malaysia corporate communications head Sashi Ambi and Ukids corporate communications manager Felicia Ravinder at the 4th edition of the BMW Safety 360° Programme.
(Back row from left) Unique Travel & Convention Sdn Bhd chief executive officer Cavin Tan, BMW Group Malaysia corporate communications head Sashi Ambi, the Association of Registered Childcare Providers Malaysia (PPBM) child passenger safety advocate Karen Tan, Ukids corporate communications manager Felicia Ravinder with the participants of the Roaderland programme at the launch of the 4th edition of the BMW Safety 360° Programme in collaboration with Ukids.

BMW Group Malaysia has introduced the 4th edition of the BMW Safety 360° Programme for the year 2017, with the aim of educating parents and their pre-school children on road safety.

Working in collaboration with Unique Travel & Convention Sdn Bhd (Ukids), the “Roaderland” programme serves to educate parents and their pre-school children on road safety in a fun, experiential way, and to share with parents the importance of using a car child seat and proper restraint solutions as a way to keep their children safe in cars.

“The BMW Safety 360° Programme reflects our commitment to view safety and responsibility on the road from the complete view of technology, behaviour and action. Last year, we took the programme to a selection of kindergartens and Montessori centres throughout the Klang Valley, where we focused on more responsible on-road and in-car safety practices for parents and children.”

“This year, we have expanded this reach and have created a permanent space for parents and children, together with our partner Ukids, to experience the reality of road safety. By collaborating with Ukids, we hope the programme will widen its reach throughout the country to influence both parents and children to be more responsible with their own safety, especially when on the road.” said BMW Group Malaysia corporate communications head Sashi Ambi during the launching ceremony.

“We are also glad to have been able to launch the BMW Safety 360° Programme this year just in time for the festive Raya season. We hope that this will be a reminder to everyone to be safe on the roads and in your cars this holiday,” Sashi said that the Malaysian government is currently working towards improving the safety standards on Malaysia roads.

“BMW Group Malaysia is seeking to be part of the solution by continuing to create awareness and sharing solutions on on-road and in-car safety practices and behaviour, particularly in advocating the importance of using child car seats, as well as the overall practice of responsibility in the car and behind the wheel.

Meanwhile, Ukids corporate communications manager Felicia Ravinder said the company is impressed with BMW’s initiative of going to kindergartens and Montessoris to talk about these serious issues of in-car and on the road safety to parents and children.

“We work specifically in helping educate preschool children through experiential learning programmes that go beyond the classrooms of the kindergartens and Montessoris. The programmes we have created have been very successful in driving the important messages to parents and children,” said Felicia.

Felicia added that Ukids wanted to help BMW Group Malaysia with their cause, and had an idea to develop a special programme to easily communicate the main messages on in-car and on road safety to the children and their parents, which is how the Roaderland programme was created.

“The Roaderland programme is specifically designed for children aged four to six to learn about the importance of road safety, through real-life traffic situations in a simulated environment. Children begin their journey of learning about road safety from Station 1, where they learn through the effective methods of singing and dancing.

“They then move to Station 2, where the main messages of road safety from the songs in Station 1 are reinforced through the completion of a series of simple puzzle-matching games that will help them familiarize with common road signs and good behaviour. The children then earn their L licenses and proceed to Station 3, where they prepare for the role-playing activity at Station 4.

“It is at Station 4 that the children will learn about on-road safety through a real-world simulation of real-life traffic situations. Aside from the basic road safety rules enforced in Roaderland, each child will have a fun mission to complete, depending on the roles assigned to them as drivers, passengers and pedestrians.

“From here, we hope that the children will be able to identify road signs. By understanding rules and regulations, they will be able to influence the actions of their parents, whether they are stopping at a zebra crossing, or slowing down instead of speeding up at the yellow light. These are little decisions we hope to change,” said Felicia.

During the sessions, BMW Group Malaysia will also have the Association of Registered Childcare Providers Malaysia on hand to speak to parents on the importance and proper use of child restraint systems. The team of experts from the association are also available to check on the child seats that the parents currently have, and to share solutions and techniques on how parents can keep their children safer in cars.

The fourth edition of the BMW Safety 360° Programme aims to reach over 3,000 parents and children throughout the country in 2017, with the objective to create awareness and education on solutions, technologies, etiquette and behaviour for safety on the road.

This will be demonstrated through the Roaderland programme, which includes a role-playing game where participating children and parents are given respective missions to complete as Drivers, Police Officers, Ambulance and Emergency Response, Station Possessors and Pedestrians.

According to the World Health Organisation, if correctly installed and used, child safety restraints in automobiles reduce deaths among infants by approximately 70 per cent, and deaths among small children by between 54 per cent and 80 per cent in the event of an accident. It has been a prevalent fact that about 73 per cent of fatal accidents involving children were caused by parents neglecting safety 2.

The BMW Safety 360° Programme in collaboration with Ukids will take place throughout the year at Sunway Velocity Mall, the programme’s Official Venue Partner. BMW Group Malaysia and Ukids plan to extend the workshop after the first phase for public participation.

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