Friday, June 23, 2017

Happenings: BMW Group Malaysia initiates the latest round of the BMW Safety 360° Program in collaboration with Ukids


BMW Group Malaysia yesterday introduced the 4th edition of the BMW Safety 360° Program for the year 2017. Working in collaboration with Ukids, the ‘Roaderland’ program 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 childseats and proper restraint solutions as a way to keep their children safe in cars.


According to the spokesperson of Ukids the partnership between BMW Group Malaysia and Ukids began sometime at the end of 2016. Being a specialist in experiential learning for pre-school children for kindergartens and montesorries across Malaysia, Ukids were impressed with the initiative BMW was taking especially when they were going around to kindergartens and montessories to talk about these serious issues of in-car and on the road safety for parents and children. 

The BMW Safety 360° Program in collaboration with Ukids will take place throughout the year at Sunway Velocity Mall, the program’s Official Venue Partner. The Roaderland program is specifically designed for children aged from four to six years old to learn about the importance of road safety through real-life traffic situations in a simulated environment. Following the first phase, BMW Group Malaysia and Ukids plan to extend the workshop for public participation.

(From L-R) Karen Tan, Mr. Sashi Ambi, and Felicia Ravinder at the 4th edition of the BMW Safety 360° Program.

Karen Tan, Child Passenger Safety Advocate, the Association of Registered Childcare Providers Malaysia (PPBM), giving a talk on child passenger safety at the launch.






MEDIA RELEASE
BMW Group Malaysia initiates the 4 th edition of the BMW Safety 360° Program in
collaboration with Ukids.

The ‘Roaderland’ program with Ukids to continue creating awareness and action for
on-road and in-car safety technology and practices for families.

(From L-R) Mr. Cavin Tan, CEO of Unique Travel & Convention Sdn. Bhd. (Ukids); Mr. Sashi Ambi, Head of Corporate Communications of BMW Group Malaysia; Karen Tan, Child Passenger Safety Advocate, the Association of Registered Childcare Providers Malaysia (PPBM); and Felicia Ravinder, Corporate Communications Manager of Unique Travel & Convention Sdn. Bhd. (Ukids) with the participants of the Roaderland program at the launch of the 4th edition of the BMW Safety 360° Program in collaboration with Ukids.

Kuala Lumpur, 23 June 2017 – BMW Group Malaysia yesterday introduced the 4 th

edition of the BMW Safety 360° Program for the year 2017. Working in collaboration

with Ukids, the ‘Roaderland’ program 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 childseats and proper restraint solutions as a way to keep their

children safe in cars.

During the launch, Mr. Sashi Ambi, Head of Corporate Communications said, “The

BMW Safety 360° Program 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 program to a selection of kindergartens and montessori centres throughout

Klang Valley where we focused on driving action for more responsible on road and in-

car safety practices for parents and children. This year, we have expanded this reach

and we 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 program will widen its reach throughout the country to influence change in

both parents and children to be more responsible with their own safety especially

when on the road.”

“We are also glad to have been able to launch the BMW Safety 360° Program 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,” said Mr. Sashi.

Mr. Sashi further added that while the Malaysian government is currently working

towards improving safety standards on Malaysian 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 on

advocating the importance of using child car seats as well as the overall practice of

responsibility in the car and behind the wheel.

Felicia Ravinder, Corporate Communications Manager of Unique Travel & Convention

Sdn. Bhd. (Ukids) said, “This partnership between BMW Group Malaysia and Ukids

began sometime at the end of last year. Being a specialist in experiential learning for

pre-school children for kindergartens and montesorries across Malaysia, we were

really impressed with the initiative BMW was taking in going to ground with

kindergartens and montessories to talk about these serious issues of in-car and on the

road safety for parents and children. We work specifically in helping educate pre-

school children through experiential learning programs that goes beyond the class

rooms of the kindergartens and montessories and the programs we have created have

been very successful in driving the important messages to parents and children.”

Felicia added that Ukids wanted to help BMW Group Malaysia with their cause and

had an idea to develop a special program to easily communicate the main messages

on in-car and on road safety to the children and their parents which is how the

Roaderland program was created.

“The Roaderland program is specifically designed for children aged from four to six

years old 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 where 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 to pedesterians. From here, we hope that the

children will be able to identify road signs and by understanding rules and regulations,

would be able to influence the actions of their parents – whether it is 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 childseats that the parents currently

have and share on solutions and techniques on how parents can keep their children

safer in cars.

The fourth edition of the BMW Safety 360° Program aims to reach out to over 3,000

parents and children throughout the country in 2017 with an objective to create

awareness and education on solutions, technologies, etiquettes and behaviour to be

safe while on the road. This will be demonstrated through the Roaderland program

which includes a role-playing game where participating children and parents are given

respective missions to complete as a Driver, Police Officer, Ambulance and

Emergency Response, Station Possessor and Pedestrian.

According to the World Health Organisation, if correctly installed and used, child safety

restraints in automobiles reduce deaths among infants by approximately 70%, and

deaths among small children by between 54% and 80% in the event of an accident 1 .

More so, it has been a prevalent fact that about 73% of fatal accidents involving

children were caused by parents neglecting safety 2 .

The BMW Safety 360° Program in collaboration with Ukids will take place throughout

the year at Sunway Velocity Mall, the program’s Official Venue Partner. Following the

first phase, BMW Group Malaysia and Ukids plan to extend the workshop for public

participation.

-END-

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