A Shanghai bus company is offering small rewards to passengers who give up their seats to seniors, a disabled person or a pregnant woman.

Shanghai Dazhong Bus Co Ltd kicked off the program last Friday, which was also the date of China's Chongyang Festival, a traditional event to show respect for the elderly.

Bus conductors are giving out "love cards" to those that give up their seats. The cards contain a prepaid bus ticket worth 1 yuan (US 12 cents) and have words of appreciation on the front such as "respecting the elderly" and "showing your love to others by offering a seat."

"We just want to make use of the traditional elderly respecting festival to advocate a civilized atmosphere of caring for each other on buses," said Tong Wanying, the bus company's media manager.

Dazhong has prepared 5,000 "love cards," and company officials say they expect the program to last for about one month.

Since last Friday, more than 200 of the cards have been handed out, according to the company.

Few local residents are willing to give up their bus or subway seats to more needy passengers. A survey by the Shanghai Morning Post suggests only two out of every 10 passengers would be willing to give up their seats.

"It's very nice to see tickets given to reward those who give up their seats. That could encourage more people, especially the young people, to change their current attitude," said Liu Xunhong, 70, a local retiree.

One woman who gave up her seat said she thinks the idea is unnecessary. "Isn't giving up my seat what I am supposed to do? I don't need any reward."

Hu Shoujun, a sociologist at Fudan University, applauded the bus company for its plan, but said rewards aren't the best way to change local habits.

"As offering seats is still an issue of moral standards, it is more proper to advocate it through education rather than material reward," Hu said.