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    Safeway and KinderVision Co-Produce Customized Child Safety Videos

    PLEASANTON, Calif. -- Safeway Inc. will be making stars out of some customers; kids, by joining forces with child safety education program KinderVision to produce child safety videos that will feature shopper's kids at select Safeway stores.

    PLEASANTON, Calif. -- Safeway Inc. will be making stars out of some customers; kids, by joining forces with child safety education program KinderVision to produce child safety videos that will feature shopper's kids at select Safeway stores.

    This free videos will be offered during the opening weeks of each new or remodeled Safeway and Safeway-owned store. The videos will be produced in English or Spanish, to fit shoppers' needs.

    "The child safety education video is an important safety tool," said Larree Renda, Safeway e.v.p. "The video content and the child videotaping component provide parents with a useful means of keeping children safe."

    KinderVision will record the personalized safety education videos at Safeway stores. The videos, hosted by law enforcement officers, explain dangerous situations to avoid, and reinforce common ways to protect children from harm. The videos teach a series of skills, including what the child should do if he or she becomes lost; and how to stay safe on the Internet. The shoppers' children are inserted at the end of video to encourage repeated viewing and memorization of the safety lessons.

    "Education is the most effective way to protect children from those who would harm them," says Douglas Sebastian, founder of KinderVision. "This partnership with Safeway will provide that education to thousands and thousands of children. Safeway exemplifies proactive community leadership by providing families and schools with KinderVision educational resources to teach children about personal safety."

    In addition, KinderVision will provide each school in the community surrounding the new or remodeled stores with a K.I.N.D.I. school kit that contains a child safety education video, lesson plan, activity sheets, safety test, and other important materials.

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