In a campaign for tire safety, Michelin recently announced reaching their goal to improve road safety. Michelin tire company (aka Michelin North America Inc.) partnering with the Federation International de l’Automobile (FIA) launched a program named “Beyond the Driving Test” in 2014. The goal was to persuade traffic-safety regulators in all fifty U.S. states to include information about tread depth and tire pressure in their mandatory training materials for teenage drivers. Their goal was to make this happen by 2020. It happened a few years early!
The two companies were driven to create the campaign because car crashes remain the number one killer of teens in the U.S. Recent federal safety data shows 12 percent of crashes involving inexperienced teen drivers involved improper tire maintenance.
Pete Selleck, chairman and president of Michelin North America said, “In the beginning, Michelin and FIA described our ambition as ’50 by ’20,’ with the hopes of securing these commitments from every state by 2020. When we began, only a handful of states included the basic tire safety information in their manuals.”
“Our campaign found support with some key organizations in an active and fervent traffic-safety community, and their involvement made it possible to complete our mission more than two years ahead of schedule,” Mr. Selleck said.
Michelin’s Beyond the Driving Test program was conducted in the U.S. as an expression of the FIA’s global “#3500Lives” campaign, which calls attention to the lives lost on roadways every day around the world, and especially deaths among younger drivers.
“The number of young people who lose their lives in avoidable road crashes is unacceptable,” FIA President Jean Todt said. “We need to change road users’ attitudes and promote safe behaviors on our roads.
“Education programs and awareness-raising campaigns are important safety measures that deserve continuing support by state and local governments in America,” he added. Mr. Todt also is United Nations Secretary General’s Special Envoy for Road Safety.
Beyond the Driving Test has reached nearly 1,000 driving instructors and more than 200,000 students with tire-safety messages to date, Michelin said.
Since securing commitments from all 50 states, 26 states already have published new training materials with tire-safety information. Beyond The Driving Test has earned 20 national and regional public relations distinctions as well as the PR News CSR Hall of Fame.
Kudos to Michelin and FIA for their commitment to safer driving, especially aimed at new teen drivers. It can only make the roads safer for all of us.
You might want to read an article I wrote on how to make sure you’re driving on safe tires. It emphasizes paying attention to the age of your tires, under-or over-inflated tires, checking for punctures, checking the depth of your tire treads, checking the depth of your wear bars, and the importance of tire rotation.
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