'Safe Mobility @ Schools' ... CSR-campaign by Michelin
In the UAE about 2 per cent of road traffic deaths are linked to poor tre maintenance. Abu Dhabi police stated earlier, that 9 per cent of fatalities were attributable to underinflated or damaged tyres. Our CSR-Partner Michelin Middle East gathered data in earlier tyre check campaigns in Dubai when nearly 300 vehicles got inspected, of which almost 20 per cent had tyres either over or under inflated and about 30 per cent of tyres were either worn out or damaged.
Tyre defects are potential safety hazards for motorists and their passengers, and we are especially concerned when it comes to the safety of our children. Michelin Middle East teamed up with us and leading UAE schools to run the multiple-months long CSR Campaign 'Safe Mobility at Schools'.
The first campaign ran at GEMS Modern Academy in Dubai’s Nad Al Sheeba area on December 8th and 9th. The tyre health check included pressure, tread depth and any visible damages. In addition, Michelin Branded merchandise was distributed to each participating parent/student. A special attraction for students was the iconic Michelin Man along with a backdrop so that students could get themselves clicked with the Michelin Man. Certified Michelin tyre specialists will bring along the required tools, equipment and a special tyre-check van.
The worst-case scenario of a tyre burst not only poses a very serious danger to the affected vehicle and its occupants, but also to other vehicles. It is vital to educate those who drive our children to school about tyre safety and also to engage with students on this topic. Tyres are the vital link between our vehicles and the road and they need to be in perfect condition. Tyres need to be checked regularly and this school activation is a great reminder for all of those who shuttle our children!
A press release was distributed by our CSR-Partner AETOS Wire and yielded in 99 articles, more than 2 million potential impressions and a media value of USD 346,500. It's amazing to see the great media interest in road safety!
As road safety is of such vital interest to the society, it lends itself to CSR campaigns like the one done by Team Michelin!
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