Road Safety Awareness Campaign Beijing BISS International School Grade. 9
Introduction • When exploring the road safety issues in our big city home of Beijing, we were confronted by the startling statistic that China has a recent average of 70,000 traffic accident-related deaths per year. With many students being bicycle riders we were struck by the statistic that of all those tragic deaths, 10,000 were bicycle riders. Beijing is in need for bicycle helmet awareness.
Our Ideas • Create a mascot that would represent our campaign • An advertisement campaign that would consist of posters and stickers • Animations for children • Comedy shows and plays for the elementary students • Computer Games that educate about helmet safety • Decorated Helmet Hangings from the roof in our hallways • Kids Comic • Helmet bombing - small helmet pictures were placed on photos that populated the hallways of our school • Decorate Helmet Day (during our sports carnival) • K-Pop song and video about helmet wearing (a work in progress, watch out Jacki Chan and his Double JC band) • Helmet Hunt - teams of students followed clues to a hidden helmet full of candy • Egg Head Drop - students created a protective "helmet" for an egg, which was then dropped from the first floor of our school. Surviving eggs were given a prize. • Website to showcase the creative projects and raise awareness on a broader platform.
Mascot • Our mascot represents everything that we want to change in todays world where helmets are under appreciated and they are considered to look “nerdy.” As we want to change this we wanted to create a mascot that would enforce helmets and make them seem as the smart thing to wear while riding any vehicle.
A Play • The reason why we wanted to include a play was to actually show kids what can happen when your not wearing a helmet. We performed this play to all the little kids in Grade 4 so that they too can understand what happens when helmets are not worn.
Advertisement Campaign • For our campaign to succeed we needed a strong advertisement component that would reach out to the kids at our school and also to our local community in Beijing. To do this we needed to make posters and stickers to reach out to the community.
Kids Comics • Kids comics is another way to reach out to kids but comics are shorter and they get right down to the point. Our comic strip is short and represents that wearing a helmet is important. It was released in stages so that students were waiting for the next installment of the story.