Cuddly hien dti I t's rare for a hard-nosed American
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multinational to show a I softer side to its go-out-and-grab-business nature. But Ryder is doing so with its sponsorship of the Ambie Bear scheme.
The aim is to reduce the trauma experienced by children who have to travel in an ambulance by supplying each vehicle with a friendly, cuddly polar bear. The bear helps distract their attention, and can help crews treat them, too. Nobody likes having injections, but if Ambie Bear's having one as well, then maybe it won't hurt too much.
The scheme also involves visits by ambulance staff to primary schools to deliver messages about first aid, accident avoidance, and how to call the emergency services. Now admittedly Ryder is attempting to expand its share of the ambulance contract hire market, but to its credit it is not using its support for Ambie Bear as a selling tool.