Drink driving is on the rise as a cause of traffic accidents in China. Maintaining safety on the road is an increasingly difficult task and requires a positive contribution from all society members, according to law enforcement agencies across the country.

Many are now calling on automotive companies to be more proactive in highlighting safety concerns, both through maximizing safety measures in the vehicles they manufacture and by promoting traffic safety education.

BMW, one of the world's leading luxury carmaker, has been a dedicated contributor to road safety education around the world for more than two decades. More than 100,000 Chinese children and families have benefited from the BMW Children's Traffic Safety Education program, now in its fifth year.

Through staging activities with a focus on safer driving, BMW expects the program to help minimize incidences of drunk driving among families. It hopes it will have a broader influence across the wider community and help create a harmonious environment on the road.

This year, the children's traffic safety education program took place in Shanghai and Guangzhou in September and October. Both events highlighted the company's Anti-Drink Driving (ADD) concept.

ADD concepts have now been integrated into all BMW PR and marketing events. Anti-drink driving educational activities and car-sticker contests have become part and parcel of its themed events, an initiative that has been warmly welcomed by both parents and children.

BMW has also utilized a variety of channels to publicize its anti-drunk driving campaign and remains actively dedicated to establishing a safer traffic environment.

Addressing the importance of the initiative, Grace Li, senior vice-president of Human Resources, BMW Brilliance Automotive Ltd, said: "As part of fulfilling our responsibility as a corporate citizen to promote harmony on the road, BMW will actively work in collaboration with local traffic control authorities to stage traffic safety activities of every nature."

As part of this commitment, BMW initiated an advertising campaign promoting the message "BMW and the Road Traffic Safety Association of China sincerely remind you: Ultimate vehicle Yes, Drink-driving No".

The company has also endorsed a safety brochure created by the Beijing Traffic Management Bureau by sponsoring a two-page anti-drink driving message within the publication. Other means have also been used to reinforce the message, such as mirror hangers and car stickers. BMW is now hoping to inspire every member of the community to actively promote road safety.

Internally, BMW's own car-owning staff were all encouraged to sign the BMW Staff Safe Driving Statement Letter, a commitment to maintain safe driving practices in accordance with the recommendations of the Beijing Traffic Safety Committee.

BMW's authorized dealers have also organized a series of anti-drink driving events. One such event, on September 6 this year, co-organized with Chengdu Radio, saw the Sichuan Zhongda dealership stage a "Safe Driving Education" event. This reinforced BMW's "Safe Driving and Civilized Driving" objectives.

Guangzhou Stop

BMW officially launched its 2009 Children's Traffic Safety Education "Anti-Drink Driving" program at the Guangzhou Children's Center in October. Under the slogan "Keep Your Family in Your Heart: Don't Drink and Drive", the program was designed to persuade every driver to moderate their on-road behavior. The company believes this will be a major contribution to ensure roads are increasingly safe for children, their families and society.

In its children's traffic safety theme park, children were taught the dangers of drink driving through a nose-touching co-ordination game, and acted as a Little Pioneer to encourage traffic safety among their family members.

A selection of excellent children's car stickers, with a "Say 'No' to Drink Driving" theme, were displayed on site and actual stickers were presented to attendees. This was intended as a reminder of the importance of avoiding alcohol and driving safely.

Zuo Wenting, a BMW customer who attended the event with her daughter, said: "This activity not only helped raise children's safety awareness, but also served to alert parents as well. If every household complies with traffic rules it will help turn the road into a safer place for everyone."

This year, BMW has continued its collaboration with the China Children's Center and again staged its "I'm a Little Traffic Safety Pioneer" event. This is a themed training camp that took place in youth and children's activity centers across 18 cities. More than 6,000 children from 250 kindergartens have so far participated in the program.

Endorsing the program, Captain Huang from the Guangzhou Traffic Police Detachment, said: "Traffic control authorities across the country are clamping down on drink driving. It requires not only punishment, though, but also the joint efforts of everyone in the community if we are to fundamentally do away with drink driving. At the same time, we also expect more companies, such as BMW, to help push the road safety message."

BMW has a long-term commitment to the promotion of traffic safety education while striving to enhance the safety standards of its own products. Throughout China, BMW concentrates on establishing and maintaining a safe traffic environment. The company is also actively involved in educating children, teenagers and novice motorists about road safety issues.

(China Daily 11/30/2009 page6)