Page 139 - BRIDGESTONE QUARTER REPORT - JANUARY-MARCH 2025

3/27/25, 10:52 AM Bridgestone launches ‘LAP OF LOVE’ campaign

Jacques Fourie, President of the AME Core Tire Business at Bridgestone. Image Courtesy: Bridgestone
Bridgestone launches ‘LAP OF LOVE’ campaign

To redefine child safety in cars in UAE, KSA, Egypt and Morocco
Press Release

March 26, 2025

Bridgestone EMEA, a global leader in tyres and sustainable mobility solutions, launched the ‘LAP OF LOVE’ campaign in association 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 exceptional
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 conventional notion that a
mother’s lap provides maximum protection.

In a world where road safety protocols are often misunderstood, this campaign highlights the importance of proper car seat installation, positioning
and seatbelt adjustments. The initiative addresses the potential dangers of placing children on laps rather than in properly secured car seats,
encouraging parents to adopt safer practices.

Through the launch of the campaign video, Bridgestone aims to foster stronger relationships 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 practical 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 unconditional, it’s crucial that safety measures
—like using the proper car seat—are followed to ensure a child’s protection. 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 matters to us as an organisation is not just
getting you down the road but getting future generations down one too. By emphasising these important safety protocols, we aim to make a lasting
impact on road safety, aligning with our broader commitment to enhancing the well-being of future generations through sustainable and responsible
practices.”

This initiative focuses on emotional awareness and practical implementation, 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 eliminating all slack while
securing a car seat with vehicle seatbelts. Additionally, the guidelines also encompass securing the child with their back and bottom flat against the
seat surface, aligning harness straps precisely at shoulder level, not above or below and verifying compliance with all height requirements for both car
seats and seatbelts.

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