Safety first taught at kids traffic camp

Traffic lights, zebra crossings, miniature cars and policemen are all part of a simulated city corner at the BMW children's traffic safety education camp.

The decade-old program teaches children road dangers and safety through play.

"I know how vulnerable children are and how difficult it is to keep them healthy," said father-of-two, Karsten Engel, president and CEO of BMW Group Region China.

BMW is the first automaker in the world to provide professional safety training to drivers. The group has about 40 programs, which have run around the world over the past 30 years and were introduced to China in 2005.

Last year's five-month children's education program had a theme of green travel and started in June 2013 in cities including Beijing, Shanghai, Guangzhou, Chongqing and Shenyang.

In each city the children's activities ran for seven days including a family day where parents could get involved. More than 10,000 children and 1,000 families took part.

The program featured upgraded facilities including a Sim City themed park, which mimicked the real road environment. In the 600-square-meter venue children tried out mini BMW electric cars to learn about traffic safety.

Other zones in the venue included a school, cinema and a first-aid center, where children learned about traffic signs and basic road rules.

After success in Germany the BMW Junior Campus started in China in 2010 and targeted children aged between four and nine. The academy taught children about the importance of resources, conservation and the use of clean energy.

As a leading global manufacturer of vehicles and related products, BMW has been closely involved in the development and promotion of child safety seats. The BMW child safety seat features an adjustable back and a shock absorber.

The camp's 4D cinema gives children and their parents the chance to experience a car braking with and without a child safety seat.

In its drive for safety BMW has also published books and TV series on the subject.

The BMW Traffic Safety Book For Primary School Students was published in 2010 by the auto company and the Ministry of Education. More than 260,000 copies of the book were delivered to students nationwide.

A 52-episode cartoon series aired on Beijing TV, An An's Story, was sponsored by BMW and includes tips on first-aid and protection in emergency situations such as earthquakes and fires.

The company's education program has seen more than 360,000 Chinese children come through its doors over the past nine years.

Yu Weiyue, a school management official for the Ministry of Education, said it "set an example in the industry".

He called for more companies and organizations to play their part in educating children.