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.
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