Page 146 - BRIDGESTONE QUARTER REPORT - JANUARY-MARCH 2025

3/27/25, 10:53 AM Latest News

Bridgestone launches ‘LAP OF LOVE’ campaign to redefine child safety

in cars in UAE, KSA, Egypt and Morocco

27/03/2025

26th March 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
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