Bridgestone South Africa

Think Before You Drive

Jan 01, 2005

A new global road safety campaign under the auspices of the FIA Foundation and Bridgestone Corporation will be rolled out in South Africa before the end of the year.

"The campaign, under the heading Think Before You Drive, is designed to help reduce mad deaths, globally estimated at around I ,2 million per year, by promoting simple mad safety aspects These are aimed at limiting the severity of injuries in a crash or even helping to prevent a crash from occurring.

The Think Before You Drive message is: always use a child restraint, always wear your seat belt, adjust your head restraint and check the condition of your tyres. The campaign also addresses many of the key road safety risk factors, including speeding and driving while under the influence of intoxicants.

Ferrari Formula One stars, Michael Schumacher and Rubens Barrichello, have already joined this new race to save lives. Speaking at the launch of the Think Before You Drive campaign, Schumacher praised the initiative.

"Before every Formula One race I run through basic safety checks with my pit crew; and there are some simple tasks I always do to help me stay safe on the track. So I am pleased to support the road safety message of the Think Before You Drive campaign.

"On the race track the performance of my (Bridgestone) tyres can make the difference between winning and losing. On the road, the performance of new tyres could make the difference between living and dying.

And Barrichello said: "Three thousand people are killed on the world's roads every day. We can all do more to prevent these unnecessary and tragic deaths and injuries. The Think Before You Drive campaign promotes simple road safety behavior that can help to keep every driver and passenger safe on the roads?

The Think Before You Drive campaign is currently being rolled out in Europe, the US and Japan and will eventually reach every corner of the world within the next three years. For Bridgestone Corporation the campaign is an extension of the tyre safety educational activities that the Bridgestone Group companies globally conduct in Japan, North America, Europe and other regions.

Commenting on the campaign, Minekazu Fujinaura, Chairman, CEO and President of Bridgestone Europe, said: "As the world's largest manufacturer of tyres and rubber products we are keenly aware of our responsibility to do everything possible to maximize safety. That includes working to acquaint customers with the basics of tyre safety and to inform them about the importance of routine tyre inspections.

"Our Bridgestone Tyre Safety Project, launched in Japan in 2003, is an initiative to enlist customers in the pursuit of tyre safety. Our collaboration with the FIA Foundation is a welcome opportunity to globalize that initiative."

Bridgestone Corporation, with its headquarters in Tokyo, is the world's largest manufacturer of tyres and other rubber products. Tyres account for 80 per cent of Bridgestone Group sales worldwide. The company also manufactures industrial rubber and chemical products, sporting goods, and other diversified products.

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Bridgestone South Africa

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