In 13 Child Road Safety Experience Centers across China, innovative methods are employed to let children have fun while learning about road safety. We created a board game that mimics daily traffic patterns that both children and parents can easily enjoy. Children can play as either pedestrians or drivers, advancing through the game by obeying traffic laws. The fun game play immerses children in learning the rules of the road from different perspectives, again and again. How closely users follow the rules affects how long they can play. Follow the rules, and you are rewarded. Break the laws, and you are fined. Eventually obeying the rules becomes second nature. This board game helps children and their parents develop and retain road safety knowledge, enabling them to react instinctively to any situation they face on the road.

Implementation of the PR:

• Invited media to experience the board game with their children

• Leveraged local media and KOL resources to maximize the impact

• Cooperated with key media to develop in-depth reports and stories

• Produced and released videos on social media platforms to attract larger audience

Timeline: Ongoing

Scale: The board game is deployed in Child Road Safety Experience Centers in 13 Chinese cities, as well as many schools and homes across China.

By March 31, 2018, the program has directly benefited up to 360,000 people and influenced millions of families.