, make an contribution today and help us save kids lives.
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Who We Are
Inspired by Consumer Reports, MingJian is an NGO started on World Consumer Rights Day (March 15, 2010) by an American and Chinese husband and wife (James Feldkamp and Jessie Qiu) living in Shanghai. Our purpose is to provide an independent expert reference to safe, quality products and empower consumers in China.
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Our Contribution and Commitment
Together with ICRT member consumer organizations and motor clubs in 22 countries, MingJian has been testing child safety seats since 2012, testing nearly 150 models to-date. In addition to international models, we recently subjected 100 samples of Chinese models to the same comprehensive safety tests in Europe. Although test results are usually only available to paid subscribers, as part of this campaign we will make all child safety seat test results available FREE to all consumers in China accessible on our website at www. mingjian.cn .
Additionally, we commit ourselves to applying our experience in child safety, child restraint testing and expertise in child restraint installation inspection (James Feldkamp is certified by TRL Child Safety Centre and Good Egg Safety in the UK for child safety seat fitting) to the cause of Child Road Safety in China and saving kids lives.
Campaign Goals
In order to ensure that children are safety secured in child restraints, the following three objectives need to be met:
1) INTENT TO USE: Educate parents in China about the benefits of child safety seats and consequences of non-use.
2) SAFE MODEL SELECTION: Help parents select safe, reliable child restraints suited for their child and vehicle.
3) PROPER INSTALLATION: Provide training on proper child restraint installation
Why We Need Your Help
We are passionate about child safety in China and want to share with parents across China information that can keep their kids safe on the road. With your support we can reach thousands, perhaps hundreds of thousands or even millions of parents and save kids lives.
With your donations we will:
1) Host consumer events to promote child safety seat use with:
a) Video presentation of the benefits of child safety seats and consequences of non-use, highlights from crash test footage
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b) Interactive sled demonstration. 80% of parents in China believe that infants are safer held in the arms of an adult than secured in a child safety seat. We will hire a demonstration sled where parents can experience trying to hold an infant in a simulated crash.
c) Online access to child safety seat test results, video guides, and tutorials accessible for attendees throughout the event and during the campaign.
d) Free inspections of child safety seat installations. A NHTSA study concluded that 3 on every 4 child safety seats are improperly installed. We will offer free vehicle inspections of child safety seat installation as well as installation training with different vehicles and types of child safety seats.
In support of the consumer events, the following activities will increase exposure and amplify the impact:
2) Media event just before June 1 International Children's Day we will release the latest test results of 32 models of child safety seats and make test results of all child safety seat models freely available to all consumers in China.
3) Create a series of video shorts (similar to the video clip at the top of this campaign used effectively in Europe) to vividly show the importance of child safety seat use and consequences of non-use. Additional videos will made to demonstrate properly installation of different types of child safety seats and tips to ensure your child is properly secured. In addition to an online video campaign, we hope to broadcast these videos in taxis and on TV public service announcements.
4) Create pamphlets explaining the importance of child safety seats, how to select a safe model, and how to install properly with QR code links to the free child safety seat reviews, buying guides, as well as installation videos. The pamphlets will be distributed to parents in community centers, maternity and children hospitals, nursery and primary schools, and handed out in gas stations.
5) Social media campaign encouraging consumers to share the videos with friends and spread the word about the importance of child safety seats.
Impact of your contribution
Here are some examples of how your donation will contribute to the campaign
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$20 - print 100 pamphlets
- $50 - print 250 pamphlets
- $100 - car rental for one vehicle installation demo
- $200 - purchase child safety seat for installation demo
- $1,000 - pamphlet design and layout for printing
- $3,000 - seat belt sled rental for demo
- $5,000 - production of video shorts
- $15,000 - full cost of a consumer event
Our $50,000 goal will provide funding for a full consumer campaign (videos, pamphlets, social media, media event) with consumer events in Shanghai and Beijing.
Every additional $15,000 funds raised will permit us to hold an additional consumer event in another city or district.
$50,000 - full campaign and a consumer event in Shanghai and another in Beijing
$65,000 - full campaign and 3 consumer events
$95,000 - full campaign and 5 consumer events
...
$170,000 - full campaign and 10 consumer events
Throughout the campaign we will provide regular updates on the events and numbers of consumers reached.
Thank you for your support in keeping kids safe on the road in China!