In The Marketplace

GOOD PRACTICE: Focusing on children in auto safety
An American car manufacturer has given an explicit focus to children in its research. The programme focuses solely on advancing the safety of children, youths and young adults. A multidisciplinary team of paediatricians, psychologists, statisticians, epidemiologists and engineers seeks to better understand the complexities of injury prevention and to translate science into comprehensive, effective interventions that save children’s lives. In doing so, the firm is recognizing that children are not just small adults, and that research on adult injury prevention cannot be applied to children. As a result, the programme focuses on the specific needs of children and teens. For example, children are the primary occupants of the second and third rows in vehicles, so automakers need to optimize safety restraints for them.

GOOD PRACTICE: Promoting the right to play and active lives
A European laundry soap brand used its marketing campaign to also create awareness of children’s right to play, the right to express themselves – in short, the right to be a child! It encourages parents to see the value of exploration, play, activity and exercise as critical to children’s development and important for full and healthy lives, even if it means that children get dirty in the process. It has run a series of television commercials in countries all over the world emphasizing the value of play and active lifestyles.

GOOD PRACTICE: Schoolchildren learn about energy conservation
A leading Indian company recognized the valuable contributions that schools and schoolchildren – together with youth, parents, teachers, partners and the community at large – can make to help curb excess power usage. As the demand for power in India increases, and energy resources are being rapidly depleted, the company sought to involve youth in an initiative to avert a crippling power crisis. In 2007, it began raising awareness among school children in Mumbai about energy conservation issues and gave them the tools and skills they need to share this information with their families and communities. The initiative has grown to become a national movement involving more than 250 schools and educating more than 1million citizens.