Volkswagen Passenger Cars Malaysia (VPCM) launches into the second step of the Buckle Up Campaign that was first started in 2015. This round, VPCM’s efforts to conveying to road users the importance of road and car safety focus on educating children with the premiere of the Buckle Up animated series on YouTube.
The Buckle Up series brings to life the VW mascot bear that has always been a favourite amongst children at roadshows. The series specifically targets children between the age of 3 to 7 years old. The Buckle Up Bear communicates to them on topics like the importance of wearing a seatbelt and understanding traffic lights in a fun and entertaining way.
“As a responsible brand, we are socially accountable to our stakeholders and the public - at the same time not forgetting the little ones. It is never too early for us to teach children how to keep safe, and we believe that in the long run, this will help them develop the right attitude and behaviour on the road. Of course, with children being more internet-savvy, the perfect avenue to communicate this is online” said Erik Winter, Managing Director of VPCM.
The Malaysian Institute of Road Safety Research reported that road accidents are the fourth common cause of death in Malaysia, and more than 1,500 children under the age of 10 has died in road accidents from 2007 to 2017. In 2019, Malaysia had the third highest fatality from road accidents in Asia, behind Thailand and Vietnam.
VPCM has always put heavy emphasis on child safety, they first started the Buckle Up Campaign to educate parents on the importance of child passenger safety through training courses at 280 childcare centres nationwide. They were also the forerunners on promoting the use of child seats when the government made it a compulsory measure.