Page 118 - BRIDGESTONE QUARTER REPORT - JANUARY-MARCH 2025

Press Release

Bridgestone launches ‘LAP OF LOVE’ campaign to redefine child

safety in cars in UAE, KSA, Egypt and Morocco

26 March 2025: Bridgestone EMEA, a global leader in tyres and sustainable mobility
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solu�ons, launched the ‘LAP OF LOVE’ campaign in associa�on with the Roads and Transport
Authority (RTA) across the UAE and it is also being rolled out in Saudi Arabia, Egypt, and
Morocco. The campaign marks an excep�onal milestone in Bridgestone’s ongoing
commitment to enhancing road safety across the region, especially for children.

Bridgestone’s LAP OF LOVE campaign seeks to transform how parents approach child safety in
vehicles by challenging the conven�onal no�on that a mother’s lap provides maximum
protec�on.

In a world where road safety protocols are o�en misunderstood, this campaign highlights the
importance of proper car seat installa�on, posi�oning and seatbelt adjustments. The ini�a�ve
addresses the poten�al dangers of placing children on laps rather than in properly secured car
seats, encouraging parents to adopt safer prac�ces.

Through the launch of the campaign video, Bridgestone aims to foster stronger rela�onships
with parents and families across the community. The video acknowledges parents’
commitment to their children’s well-being, offering valuable insights on safety protocols and
prac�cal advice that can help create a safer and more informed environment.

Jacques Fourie, President of the AME Core Tire Business at Bridgestone, said: “Our ‘LAP OF
LOVE’ campaign is not just about raising awareness, but about redefining the way we think
about child safety in vehicles. While a parent’s love is uncondi�onal, it’s crucial that safety
measures—like using the proper car seat—are followed to ensure a child’s protec�on. This
campaign challenges parents to look beyond the obvious and take the necessary steps to
provide the highest level of safety for their children on the road. Because what really maters
to us as an organisa�on is not just ge�ng you down the road but ge�ng future genera�ons
down one too. By emphasising these important safety protocols, we aim to make a las�ng
impact on road safety, aligning with our broader commitment to enhancing the well-being of
future genera�ons through sustainable and responsible prac�ces.”

This ini�a�ve focuses on emo�onal awareness and prac�cal implementa�on, empowering
parents with specific guidelines for proper car seat usage. The safety guidelines offer various
advice for parents to follow to protect their children. This includes – maintaining untwisted
harness straps to prevent injury during accidents, ensuring only one finger’s width between
the harness and the child’s chest for a comfortable fit, and elimina�ng all slack while securing
a car seat with vehicle seatbelts. Addi�onally, the guidelines also encompass securing the child
with their back and botom flat against the seat surface, aligning harness straps precisely at