Just two days before the first day of school, shuttle buses transport students and their families from selected schools to downtown Atlanta. Their destination is Hall C1 at the Georgia World Congress Center, where the Atlanta Public Schools “Back to School Bash” begins at 9 a.m.
Backpacks and school supplies are distributed, health services are available, and parents can find information about academic support and after-school programmes. While children are busy playing, families can have any remaining questions answered before the start of the school year. In Atlanta, everything needed for a successful start to school can be found under one roof, and Moki is part of the event too.
Following the “Moki Pentathlon” in a Hungarian school playground, Atlanta offers the travelling mascot a completely different setting. Moki, travelling around the world to celebrate the 25th anniversary of MobileKids, remembers one thing the most: a huge yellow school bus and the many children eagerly looking forward to the new school year. “I’ve never seen such an enormous school bus before,” says Moki. The cheerleaders, the band and the children’s excitement make his “fluffy heart” beat a little faster.
Yet amidst the backpacks, music and photo opportunities, there is also a crucial question: what do children of different ages need in order to travel safely? The safety stations run by Safe Kids Worldwide and Mercedes-Benz USA provide age-appropriate answers.
From the Back Seat to Two Wheels
For younger children, road safety begins on the back seat of a car. One station focuses on booster seats. Experts explain how to use them correctly and help parents determine whether a seat is truly suitable for their child. For more complex questions, they refer families to local Safe Kids partners.
As children become more independent, new challenges emerge. They increasingly move around their neighbourhoods on their own and must learn to assess traffic situations independently. On a walk-through road mat, they practice crossing the road safely. Step by step, individual rules are transformed into a sequence of decisions that must become second nature.
For teenagers, the focus shifts once again. Between the ages of 12 and 18, their range of mobility expands, along with their interest in bicycles, e-bikes and other forms of micromobility. Their station explores potential risks; distraction and the knowledge young people need as they increasingly travel on their own wheels.
The yellow school bus is a familiar part of everyday life for millions of children in the United States. The National Highway Traffic Safety Administration (NHTSA) describes it as one of the safest vehicles on the road. However, road safety efforts extend far beyond school buses. Schools, local authorities, non-profit organizations, transport authorities, injury-prevention experts and the police frequently work together to protect children in a wide range of traffic situations. Key focus areas include booster seats, pedestrian and bicycle safety, safe routes to school, school buses, micromobility and young road users. The measures implemented vary according to local data and conditions.
Since 2021, Mercedes-Benz USA and Safe Kids Worldwide have worked together through the “Driving Your Future” mission to improve the safety of children and young people across the United States. To date, over 95,000 families have been reached through events held across the country, in partnership with the 400+ local Safe Kids coalitions.
Learning Through Participation
With every station they visit, children receive another stamp in their event passport. At the same time, they learn about a variety of safety topics in a fun and interactive way. Teenagers can also take part in a survey indicating which safety and educational topics interest them most. Moki has brought worksheets covering subjects such as bicycle safety and distraction in traffic. The mascot is also a popular photo opportunity, with many children posing for pictures and taking home a memory of the day.
The reflectors that children are allowed to take home are more than simple souvenirs. A total of 6,000 reflective key rings are available, alongside stickers and road safety tips. Attached to a backpack or piece of clothing, they make young pupils more visible in everyday traffic situations.
Many Helping Hands for the Start of School
Around 8,000 students are registered for the “Back to School Bash”, and thousands of children and family members visit the convention centre. More than 500 volunteers are on hand to provide directions, support activities and help transform the vast hall into a central hub for the start of the school year.
One of these volunteers is Kerstin Strayer from Mercedes-Benz USA Marketing. “I was able to see first-hand how enthusiastically children and families are preparing for the new school year,” she says. For her, the combination of the lively atmosphere and the many safety-focused activities made the experience particularly rewarding.
On Monday, Practice Becomes Reality
After roughly four hours, the “Back to School Bash” comes to an end. Two days later, classes begin. Much of what has been discussed and practiced in Hall C1 will then become part of daily life: the walk to the bus stop, the road outside the school, travelling in a car and the first journeys made on two wheels. Many children will be carrying a new backpack, perhaps with a reflector attached. What Moki will remember most, however, are the many curious and enthusiastic children who took part in the activities. Now he is looking forward to the next stop of his world tour.
With MobileKids, Mercedes-Benz combines its commitment to safety with social responsibility for the next generation. What began as local road safety initiatives has developed into an international programme promoting safe mobility for children and young people, spanning educational activities, infrastructure projects and broader efforts to strengthen road safety awareness within society. The goal is to prepare children for their role as road users in an age-appropriate way while encouraging adults to support safe mobility. School visits, hands-on experiences, teaching materials and digital formats have shaped MobileKids over many years and made the programme visible in numerous countries. As part of the anniversary celebrations, MobileKids and Moki are currently travelling around the world, showcasing the wide range of activities taking place across the globe.