Strategy, planning, and implementation of CSR campaign

“Safe ride” is a program, developed by Twenty Four Seven PR for McDonald’s Polska, to reduce the high number of road accidents involving children.

A nationwide educational program, targeted at school children, their teachers and parents, was created in cooperation with the National Council for Road Safety (Ministry of Infrastructure) and the Police.

Schools can participate in an educational road safety program via:

• Educational packs for teachers
• Lesson materials for school children
• An official biking exam – under auspices of the Police
• An additional competition
• Acquiring road safety packs for children

30,000 children have been educated so far – directly improving the Polish road safety in everyday life.

The program has been widely covered by media – credibly positioning McDonald’s as responsible corporate citizen.

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