The Bridgestone Road Safety Program (BRSP) focuses on four areas: Safer Mobility, Safer Communities, Safer Roads, and Employee Engagement.
From Italy to India, Bridgestone Is Committed to Promote Road Safety
Bridgestone has won the Prince Michael International Road Safety Award for its Bridgestone Road Safety Program (BSRP). A long-term, integrated strategy that aligns road safety interventions with best practices for helping vulnerable road users, the BSRP has received this award for its contribution and commitment to improving road safety.
Established in 1987, the Prince Michael International Road Safety Award recognise innovation and achievement in enhancing road safety globally. For over thirty years, His Royal Highness Prince Michael of Kent has played a leading role in supporting improved road safety both in the United Kingdom and globally. In making the recommendation for the award, the judges acknowledged the high level of corporate commitment which includes both strategic support for NGOs and the opportunity for employee involvement.
The BRSP advances global road safety by leveraging education, knowledge sharing, and strategic partnerships to support the United Nations Sustainable Development Goal (SDG) 3.6, which aims to halve road traffic deaths and injuries by 2030. Backed by Bridgestone’s presence in over 150 countries and regions, the program realigned in 2019 to focus on four core areas: Safer Mobility, Safer Communities, Safer Roads, and Employee Engagement.
By leveraging advanced tyre technology and sustainable mobility solutions, Bridgestone enhances safer mobility for road users. Through education and awareness initiatives, the company promotes safer communities by equipping individuals with the knowledge to navigate roads responsibly. Collaboration with governments and communities further ensures safer roads by improving infrastructure and addressing critical safety concerns. Additionally, the company empowers its employees to actively engage in these efforts, fostering a culture of accountability and contribution toward road safety within their own communities.
In 2022, Bridgestone committed to donating a total of US$1 million to the United Nations Road Safety Fund (UNRSF) over four years (2022–2025). Through this partnership, Bridgestone is accelerating efforts to enhance road safety on a global scale.
“It is a true honour to receive the Prince Michael International Road Safety Award, one of the highest accolades in road safety. At Bridgestone, we continually strive to deliver value to our customers and communities, and the BSRP is an essential part of our efforts to achieve this,” said Paul Choo, Chief Human Resources Officer, responsible for HR and CSR across Bridgestone Asia Pacific, India, China (BSAPIC).
“The program’s initiatives consider the needs of each community and integrate road safety efforts tailored to bettering the daily lives of local road users. This award serves as a testament to Bridgestone’s dedication to our ongoing collaboration with local stakeholders and the development of innovative strategies aimed at educating the next generation about road safety,” he added.
Commitment Across Various Regions
“Life is a journey. Let’s make it a safe one.” That is the mantra of the BRSP and it resonates with Bridgestone‘s commitment to road safety initiatives across various regions.
The “Bridgestone Road Safety Project” in Thailand promotes safe mobility through school-based education, youth leadership training, and road infrastructure improvements. The program has reached numerous schools, engaged a wide range of students and community members, and successfully enhanced road infrastructure, improving safety ratings in key areas.
“Project Sarthi” in India provides formal training in heavy motor vehicle driving and responsible road safety for unemployed youth from socio-economically disadvantaged backgrounds. Many participants have completed the program and secured employment, demonstrating its significant impact.
From Italy, there’s the “Sicurezza on the Road” program, a collaboration with the Italian Red Cross that provides road safety and sustainability workshops for youth. The program has reached a large number of secondary students, fostering greater awareness and responsible behaviours.
In Latin America, the “Think Before You Drive – Kids” program introduces children to responsible road safety practices in an interactive classroom setting. It has benefited students in multiple schools across Costa Rica and Mexico, equipping them with essential safety knowledge.
Meanwhile, in Japan, Bridgestone, as a member of society providing “Tyres and Solutions that carry lives,” engages in various initiatives to address social needs and issues related to road safety. Bridgestone implements a wide range of activities tailored to different generations, including children, family drivers, and the elderly, through programs such as Tire Safety initiatives and Bicycle Road Safety campaigns.
The BRSP underpins Bridgestone’s global road safety vision of “Safer journeys and mobility for all.” Guided by its E8 Commitment, Bridgestone aims to expand its road safety initiatives, continuing to deliver both social and customer value on its path to becoming a sustainable solutions company.
