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Good Practice
CSR Management
Global Compact International Yearbook 2013
of four children in the United States
are not buckled in correctly: a statistic
that can prove fatal in the event of an
accident. Volkswagen of America is us-
ing the “SitSafe” program to train their
customers in the correct use of child
safety seats and seatbelts.
At Volkswagen, traffic safety is not lim-
ited to passenger cars. The Group is also
involved with safety in the area of com-
mercial vehicles and offers specific traffic
and loading safety training. This is what
Scania has based its worldwide competi-
tion “Young European Truck Driver” on
and receives support from the European
Commission and the International Road
Transport Union for its efforts. Partici-
pants not only learn something about
traffic safety but also train to make their
driving style more fuel-efficient and
environmentally friendly.
Even beyond our production sites, our
importers are busy working on increased
traffic safety, for example the Turkish
Volkswagen importer Dogus-Otomotiv,
whose program “Traffic Is Life” raises
awareness among Turkish drivers about
safety in traffic. This includes an adver-
tisement campaign that receives a lot of
attention as well as exhibitions, concerts,
and even rap festivals. The importer is
even working closely with the Turkish
government to improve traffic safety.
As the examples in Turkey and Argentina
show, the Volkswagen Group is look-
ing to contribute toward traffic safety
by keeping their customers aware –
not only about the safety equipment
fitted into their vehicles, but also on
how their own behavior can increase
traffic safety.
Each year there are 90,000 deaths on
the roads in China – that is 7.5 percent
of all road deaths around the world: the
darker side of China’s automotive boom.
As it is the most successful automotive
producer in China, Volkswagen has ac-
knowledged its responsibility and has
revived a classic solution from German
road safety. The traffic education series
“
The Seventh Sense” once served to raise
awareness among Germans about road
safety issues. It is now experiencing a
successful comeback in China with the
title “Drive Safely, Drive the Volkswagen
Way” – 40 episodes of this series have
been shown to date and they are enor-
mously popular in China.
Why the seatbelt is so important; what to
do when an accident has occurred; and
why you should pay special attention to
more vulnerable road users are among
the key issues presented to the audience.
Particularly noteworthy is that the epi-
sodes are not only very entertaining but
also very educational. The series came
into being by working closely with traffic
experts from the Tongji and Jilin univer-
sities. Interviews with psychologists, use
of case studies, and also appearances by
prominent local television stars have en-
sured that Chinese road safety education
is enjoyable to watch and has a lasting
effect. The series started in 2008 and is
broadcast primarily by television stations
in the east of China and in the large cities
of Beijing, Shanghai, Guangzhou, and
Dalian, where there are large populations
and a high number of passenger vehicles.
The employees of Volkswagen Group
China have often been invited behind
the scenes of the series with the aim of
raising awareness about traffic safety. The
extravagant television castings have also
become a true television spectacle. Child
actors have been selected fromamong the
sons and daughters of employees.
Volkswagen is continuously offering its
Chinese employees regular training pro-
grams on traffic safety using alternative
media. The “Family Day for Traffic Safety
Among Children” is just one example. In
addition, Volkswagen dealers in China
offer their customers practical safety train-
ing using professional driving instructors.
“
By engaging so extensively, Volkswagen
AG is taking responsibility for society
and is contributing toward sustainable
development in China,” says Dr. Zhang
Suixin, Vice President of the Volkswagen
Group China.
Traffic education as a publicity magnet –
Volkswagen commitment in China