Honda Launches ‘Bijak Selamat’ School Safety Programme in Penang

New initiative targets 140 primary schools by 2027, combining helmet donations, safety education and community engagement to nurture safer road users.

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Boon Siew Honda Sdn. Bhd. (BSH) has officially launched its ‘Bijak Selamat’ programme, a new road safety initiative aimed at educating primary school students in Penang and promoting safer road habits from an early age.

The programme forms a key part of the company’s long-term road safety strategy and reflects Honda’s global “Safety for Everyone” philosophy. It also supports Honda’s worldwide goal of reducing traffic fatalities involving Honda motorcycles and automobiles by 50% by 2030.

Road safety education begins with the younger generation

The ‘Bijak Selamat’ programme is designed to instil road safety awareness among primary school children, helping them develop responsible attitudes towards road use as they grow.

The initiative officially kicked off with the participation of 70 primary schools involved in the Kelab Keselamatan Jalan Raya (KKJR). Boon Siew Honda plans to expand the programme to 140 primary schools across Penang by 2027, extending its reach to more students throughout the state.

2,000 helmets to be donated across Penang

As part of the programme, Boon Siew Honda has pledged to donate 2,000 motorcycle helmets, worth more than RM100,000, to primary schools in Penang.

The helmet donation campaign will be accompanied by road safety talks and educational sessions that highlight the importance of wearing proper safety gear, understanding traffic rules and practising responsible road behaviour.

The programme’s first event was held at SK Bagan Ajam, where students took part in several interactive activities designed to make road safety education engaging and memorable.

These activities included:

• Interactive Gallery Walk showcasing the importance of road safety and its impact on all road users.
• Safety Road Sign Challenge to help students recognise and understand common traffic signs through fun learning activities.
• Riding Trainer Session, offering practical demonstrations on safe riding practices for young pillion passengers.

Collaboration with authorities to improve road safety

The ‘Bijak Selamat’ programme is part of Boon Siew Honda’s broader commitment to improving road safety through collaboration with the Road Transport Department (JPJ) and various non-governmental organisations (NGOs).

By working closely with government agencies and community partners, the company aims to strengthen public awareness of road safety while encouraging safer riding and driving habits among Malaysians.

Rosidan Haron, Chief Administrative Officer of Boon Siew Honda, said road safety remains one of Honda’s highest priorities both locally and globally.

“Safety is a core activity for Honda, not just in Malaysia but globally. Through the ‘Bijak Selamat’ programme, we are taking proactive steps to cultivate a culture of safety among children.

“Our goal is to enhance safety awareness in partnership with the relevant authorities, focusing on the younger generation to build a safer future for everyone. We are confident this initiative will contribute significantly to our shared vision of a collision-free society.”

SATI mascot introduced to make learning fun

Alongside the programme launch, Boon Siew Honda also introduced SATI, Honda’s new traffic safety mascot created to help children learn road safety through simple, engaging and interactive experiences.

SATI is based on the “SATI stays SAFE” framework, which stands for Stop, Assess, Think, It’s Safe. The mascot encourages children to assess real-life road situations, make informed decisions and develop safe habits through age-appropriate learning.

Building a safer future together

With the launch of the ‘Bijak Selamat’ programme, Boon Siew Honda continues to expand its road safety efforts beyond its dealerships and motorsports activities into local communities and schools.

Through continuous education, community engagement and strategic partnerships, the company aims to nurture a stronger culture of responsible road use and contribute towards creating safer roads for future generations across Malaysia.