Touchmedia platform sparks widespread empathy and support for drivers
SHANGHAI, April 26, 2011 /PRNewswire-Asia/ -- Aiming to highlight the contribution of taxi drivers to public safety and in line with the direction outlined in the Two Sessions, Touchmedia, the largest in-taxi interactive media company in China, and Huashi Dispensary, launched the first ever "In-taxi Care for Drivers Campaign." Within one month from March to April, 2011, 445,892 passengers played the role of drivers on the interactive screens in 5,000 selected Qiangsheng taxis by picking up different "virtual passengers". And 570,888 passengers went into the voting page to cast votes for their real drivers to receive the Most Popular Drivers Award. Today, Mr. Ray Liu, Honorary Chairman of Touchmedia and a celebrity. presented the award to the top 8 pairs of winning drivers; additionally, Huashi Dispensary will begin providing a year of complimentary heart-warming services for the 5,000 selected Qiangsheng Drivers.
1st Ever Passenger Vote for Taxi Drivers starts in Shanghai, China
The taxi industry affects the city's image and safety, since taxi drivers are, in a sense, ambassadors for visitors to a city. However, the efforts of taxi drivers in society mostly go unnoticed and unappreciated by the general public, even though their driving is closely related to passengers' safety, good public transportation, and even social stability and harmony. Touchmedia took the initiative to try to bridge the communication gap between passengers and drivers with a "Role-Changing" program on its in-taxi interactive screens. Passengers pretend to be a driver on the interactive screens by picking up different 'virtual passengers'. While they drove in the game, they had to solve all kinds of problems that real drivers would experience. After interaction, passengers could give their real driver a vote to win the Most Popular Drivers Award as appreciation for the drivers. While the campaign started in Shanghai, extension to other cities is planned in order to benefit more drivers and communities.
Ms. Tang Min Hui, an account service manager working in Luwan District said, "I used to take my taxi drivers for granted since I paid them for their service. So I was a little bossy. After I played the role of a driver on the in-taxis touch screens, I realized taxi drivers work really hard and also have to deal with many different types of passengers. I think my fellow passengers and I could show more empathy for their work because in the end, a happier and healthier driver means a safer ride for me."
Touchmedia Multiplies the Impact of Community through Collective Corporate and Individual Efforts
While Touchmedia built understanding between passengers and drivers, Huashi Dispensary extended program to the drivers' health. From April 26th, 2011, to April 25, 2012, Huashi Dispensary will provide heart care services for Qiangsheng taxi drivers, including blood pressure measurement, health consultancy and even drinking water, at 188 selected outlets in Shanghai. Given that taxi drivers have challenges in getting drinking water and usually don't have time have for regular checkups of their blood pressure, these measures will go a long way to helping drivers comfort and health.
Hu Qiu Xin, Patty Secretary from Huashi Dispensary commented, "Huashi Dispensary has always adhered to the concept of "Healthy Life, Full Service', which coincides with the theme of this Campaign. We're amazed at the huge public response generated by Touchmedia and will train our staff to provide warm and friendly service to the taxi drivers."
Mr. Song Xin Biao, an award-winning driver said, "This made my day as it's my first time to receive an award and this Most Popular Driver Award is based on public votes. Thank you to all those passengers who took my taxi and voted for me! Through this campaign, I feel that passengers better understand and support our work. In the future, I'll go to Huashi Dispensary to measure my blood pressure which is good both for me and for safer city travelling."
Mobilizing Passengers to Make Helping and Giving a Habit through the Effective In-taxi Interactive Platform
The Care for Drivers Campaign is part of Touchmedia's on-going corporate social responsibility program. When Founder Mick Fung and Ray Liu first talked of Touchmedia, they knew it would be a great way to involve the public in community service programs and charities, and to provide public information because of its interactivity.
Through many other ongoing initiatives, including efforts to support the China Foundation for Poverty Alleviation, Touchmedia has provided city passengers with the chance to make regular contributions in aid of the poor and needy. For the 2009 Touch Your Heart, Building for Tomorrow Sichuan Educational Program, over 11,500 passengers volunteered through the in-taxi touchscreens to teach students in Sichuan. The ongoing impact of Touchmedia's programs is attributable to the effectiveness of their in-taxi interactive system, developed locally by their team in China.
Founder and Chairman Micky Fung said, "Through our efforts to support the health of taxi drivers we hope that more people will follow this example to adopt a more caring and community minded attitude towards others who are overlooked or could benefit from their support. This is an extension of Touchmedia's ongoing endeavors to use its media as a platform to support charitable and community causes and make our society more harmonious."
Ray Liu said, "People often ask me why I spend so much time on charitable activities. For me, it is part of who I am and my personal values. It is the same for Touchmedia. We hope our example can encourage others to do their part."
About Touchmedia
Touchmedia was founded in 2003, by its Chairman, Micky Fung, to develop state-of-the-art touchscreen media technology in China. It is the largest in-taxi interactive media company, delivering innovative digital media solutions for clients and the out-of-home advertising industry in China, at a time when reaching affluent consumers on traditional media is increasingly challenging.
For more about Touchmedia: www.touchmedia.cn
