Page 149 - BRIDGESTONE QUARTER REPORT - JANUARY-MARCH 2025

3/27/25, 10:53 AM Bridgestone Launches 'LAP OF LOVE' Campaign To Redefine Child Safety In Cars In UAE, KSA, Egypt And Morocco
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.
The campaign seamlessly aligns with Bridgestone's E8 Commitment, particularly
emphasising emotional and empowerment aspects. By promoting proper car seat
installation and adjustment practices, the initiative directly contributes to child and family
safety while reinforcing community connections and broader goals to enhance the
community's well-being.
Through the 'LAP OF LOVE' campaign, Bridgestone continues to raise awareness of child
safety while supporting parents to make informed decisions and reinforcing their
connections within the community. By providing educational resources and practical
insights, this comprehensive campaign underscores Bridgestone's unwavering
commitment to road safety and contributes to attaining its futuristic goal where both
children and adults can travel with peace of mind.

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