The aim is to increase children's awareness of safe behavior in traffic, particularly in areas where heavy vehicles are part of everyday life. For many years, the campaign has been an important part of Metsä Fibre’s sustainability work and safety culture.
Nearly 200 first-year pupils learning about road safety in Äänekoski
One of the campaign’s largest events will take place at the Äänekoski bioproduct mill, where local first-year primary school pupils are invited to visit the Pro Nemus visitor centre and explore road safety through practical, hands-on experiences. During their visit, children will have the opportunity to discuss safe behavior in traffic, learn about the many uses of wood, and experience first-hand what a large wood truck looks like from a driver’s perspective.
A wood truck will be positioned outside Pro Nemus on the event days, allowing children to climb into the cab under the guidance of the driver. The activity also demonstrates the extensive blind spots associated with heavy vehicles and highlights why it is essential for drivers to spot pedestrians in good time. The experience helps children understand the importance of safe behavior in traffic in a memorable and lasting way.
Road Safety Week provides an excellent opportunity to focus on this important topic together with local schools. We want to help support children’s safe journeys to school and provide practical learning experiences that help them recognise traffic-related risks in everyday situations,” says Janniina Anttila, Communications Manager responsible for safety communications at Metsä Fibre.
Practical experiences leave a lasting impression
The road safety campaign has a long tradition in Äänekoski. The event is organised as a regional collaboration involving all Metsä Group mill operations in the area. Over the years, hundreds of children starting school have taken part and received practical advice on staying safe in traffic. Every first-year pupil also receives a reflector and a high-visibility vest to help make their journey to and from school safer.
“This is always one of the most eagerly anticipated events of the year. It is wonderful to see how enthusiastically the children take part in the discussions and how strong an impression the wood truck visit makes on them. Year after year, the event receives highly positive feedback from both school staff and parents. We hope that every child leaves with insights that will help make their school journeys safer,” says Sonja Rinne from the Äänekoski bioproduct mill.
Road safety depends on the choices made by every road user. Through this campaign, Metsä Fibre wants to remind everyone that safe movement in traffic is a shared responsibility, whether travelling on foot, by bicycle or by vehicle. Small actions, such as wearing a reflector, staying alert and making eye contact with drivers, can help prevent serious accidents.