Bridgestone is utilising its involvement in the FIA Formula One World Championship to help promote the Make Cars Green campaign.
The global tyre company is a strong partner of the FIA on both the sporting and mobility sides. It is the single tyre supplier for the FIA Formula One World Championship and has supported major mobility campaigns such as Think Before You Drive and Make Cars Green. The company has a major presence in the F1 village, an exhibition and merchandise area installed at every Grand Prix, with a dedicated stand to profile the various initiatives it is involved in. The stand displays the key messages in the FIA's Make Cars Green campaign, for which Bridgestone is the major global partner. Bridgestone also uses the stand to promote road safety and technology messages.
It has another stand in the Paddock Club hospitality area where it promotes similar messages to VIPs and partners. And the green message is set to spread further amongst Bridgestoneís partners and clients who have shown an increasing interest in the campaign. Bert Vanneste, Brand Development manager at Bridgestone Europe, said: "Similar to the F1 village we are communicating towards our top VIPís and partners our brand values. For the Make Cars Green campaign we show the 10 points for greener motoring. We have received a lot of positive feedback and are currently starting to educate the customers of our partners of how to reduce their footprint." Preparations are underway for further Make Cars Green events during the Japanese Grand Prix, where Bridgestone is working with JAF to promote the campaign.
The FIA has already recognised the Bridgestoneís outstanding contribution to Mobility with the award of the FIA World Prize in 2006. The award is given for exceptional merit or endeavour by individuals or organisations involved in motoring and mobility. The FIA Academy, which is made up of eight senior members of the FIA and its national automobile clubs, gave the award to Bridgestone primarily for its road safety work which was epitomised by the promotion of its worldwide Think Before You Drive campaign. The campaign, which was launched in 2005 and backed by FIA member clubs from more than 60 countries, identifies the main causes of serious or fatal crashes and urges motorists to implement simple safety measures before they drive. In addition to promoting this campaign, Bridgestone is a member of the Global Road Safety Partnership and has been an active participant in the Commission on Global Road Safety.
