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Activities related to road safety

Think Before You Drive, a safe-driving awareness program launched by Bridgestone Americas, Inc. (BSAM) in 2005, aims to instill in drivers the importance of road safety through educational programs and materials. The program emphasizes the importance of following the basic rules that are essential for safe driving, such as always wearing a seatbelt and keeping tires properly aligned and balanced.

BSAM has partnered with universities and government agencies to implement this program for children, students, and drivers in order to reduce traffic accidents and unsafe driving behaviors. Since 2015, the program’s materials have reached 82,142 students and families in Mexico, Costa Rica, Colombia, and Ecuador.

In Costa Rica, for example, BSAM collaborated with public elementary schools to address the serious issue of traffic accidents among children aged 5 to 14 through a comprehensive road safety education program. The initiative aimed to reduce accident risks andpromote safe behavior by equipping students with essential knowledge andpractical skills for everyday situations.

BSAM played a central role by developing educational materials and introducing innovative learning experiences, including virtual reality activities that simulate real traffic environments. These immersive sessions, combined with interactive workshops, encouraged active participation and helped students understand the importance of responsible behavior on the road.

Beyond classroom learning, the program helped foster a culture of safety within schools and communities, reinforcing positive habits that extend beyond the school environment. This initiative contributed to creating safer surroundings and strengthening awareness of road safety among children and their communities.

Comment from a participant:

”The experience was very fun, and the activities were well thought out. We learned a lot. I recommend this experience to other schools and students because, in addition to being entertaining, it allows you to learn a lot. Thank you for making this possible, Bridgestone.” — Francisco, Fifth Grade

Bridgestone Americas, Inc. (BSAM) partnered with public schools to deliver the Teens Drive Smart program, which is designed to address critical safety challenges faced by young drivers. Unlike traditional driver education, the program provides an evidence-based curriculum focused on real-world scenarios that teens encounter behind the wheel.

The program emphasizes hands-on learning and practical strategies to prevent common causes of accidents, including distracted driving, poor vehicle maintenance, and emergency situations. Through interactive sessions led by professional racecar drivers, participants gain life-saving knowledge and develop confidence in making responsible decisions on the road.
Bridgestone played a key role in organizing the events, providing curriculum resources, and ensuring access to specialized equipment. Beyond technical skills, the initiative fosters a culture of safety and accountability among teens, encouraging habits that extend beyond the classroom and into everyday driving experiences.
This program demonstrates how innovative education and collaboration can empower young drivers to stay safe and protect their communities.

Bridgestone Americas, Inc. (BSAM) partnered with the Nashville Department of Transportation, the Civic Design Center, and NPO Walk Bike Nashville to transform Antioch Pike into a safer corridor for pedestrians, cyclists, and motorists. This initiative was launched in response to a tragic accident in December 2024, which highlighted the urgent need for improved infrastructure and traffic-calming measures.

The project introduced new bike lanes and protective barriers through a two-day tactical urbanism event, significantly reducing collision risks and creating a safer environment for all road users. A distinctive feature of this effort was the innovative reuse of tires as lane delineators, demonstrating how sustainability and safety can work together.

Bridgestone played a pivotal role by providing financial support, donating tires for the installation, and mobilizing employee volunteers who actively participated in building the new infrastructure. Their involvement accelerated implementation and strengthened community engagement, reinforcing a shared sense of responsibility on the road.

In recognition of its contribution, Bridgestone received an award from partner Walk Bike Nashville for its leadership and impact on this initiative. This project illustrates how collaboration, environmental stewardship, and employee commitment can create meaningful change and support safer, more sustainable communities.

Bridgestone India (BSID) has been actively running its SATARK program for many years as part of a long-standing commitment to road safety. In collaboration with local authorities and educational institutions, the program addresses critical safety challenges among youth and students in the region, where helmet use has historically been low. This makes awareness and education especially important.

The program is designed to create awareness and improve knowledge of traffic rules through interactive education sessions. In 2025, SATARK continued its efforts across 35 schools attended by students who are commercial vehicle members (CVMs), combining classroom learning with engaging activities such as on-site quizzes, defensive driving, and consistent road safety behavior to reinforce understanding. By focusing on practical knowledge and behavior change, the program aims to instill responsible habits and reduce high-risk practices among future drivers.

Bridgestone plays a key role by mobilizing volunteers, providing educational resources, and leveraging its Bridgestone Centre for Tyre and Road Safety Education (BTRASE) to support experiential learning. Beyond knowledge transfer, the SATARK program encourages active participation from civil society and students, fostering a culture of safety and shared responsibility on the road.

This long-running initiative demonstrates how sustained collaboration and innovative education can empower young people to make safer choices and contribute to building safer communities.

The Bridgestone Firestone Technical Center Europe (TCE) in Rome, the Bari Manufacturing Plant, and the Milan Sales Division partnered with the Italian Red Cross (ITRC) to address the critical issue of road safety among young people by delivering a comprehensive education and awareness program.

In Italy, road fatalities increased by 24.7% from thefirst half of 2021 to the first half of 2022, with individuals aged 15 to 29 representing the largest proportion of victims. To respond to this alarming trend, Bridgestone continued its multi-faceted program Sicurezza [Security] on the Road through out 2025, focusing on educating young drivers and teenagers who are expected to become future drivers.

The initiative combines school-based education with interactive activities such as quizzes, outdoor sessions, and inclusion camps designed to reinforce knowledge through edutainment. These camps provide practical demonstrations on vehicle maintenance and tire safety, while publiccampaigns and social media content help raise awareness across a broader audience.

Bridgestone employees from Milan, Rome, and Bari actively volunteered, sharing expertise and supporting activities alongside Italian Red Cross members. One volunteer reflected: “Engaging in this kind of work not only improves the lives of others, but also profoundly enriches our own lives, giving us a sense of purpose and gratitude at the same time.”

With the involvement of 64 Bridgestone volunteers and strong collaboration with ITRC, the program strengthened ties with the community.

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Bridgestone has been deeply engaged in road safety education in Poznań for many years, addressing critical gaps in awareness among both young drivers and the youngest road users. These efforts center on two complementary initiatives, “Think Before You Drive” and “It’s not a game!”, each designed to promote responsible behavior and reduce risks on the road.

Think Before You Drive
This long-standing program, active since 2008, focusing on children aged 3 to 9. Through interactive workshops in kindergartens featuring the Bridgestone Test Dummy character, the program teaches essential traffic rules and safe habits in a fun and engaging way. Activities include games, quizzes, and practical demonstrations that help children learn how to cross streets safely and recognize traffic signals. Reflective items are also provided to enhance visibility and protection.

It’s not a game!
Complementing Think Before You Drive, this program targets high school students aged 17 to 18 who are preparing for their driving licenses. In 2025, the initiative featured an interactive event where participants experienced real-world road safety challenges and learned how individual behavior influences overall safety. These sessions emphasized practical responsibility and the importance of protecting all road users.

Bridgestone played a leading role in organizing both programs, supported by dedicated employee volunteers who shared their expertise and enthusiasm. Feedback from teachers, guardians, and participants highlighted the positive impact, with one participant noting: “Thanks to these activities, I now understand how my choices affect not only my safety but also the safety of others.”

Bridgestone South Africa continues to lead efforts to improve road safety through two impactful programs: Brake & Tyre Watch and School Safety Talks. Both initiatives address critical gaps in awareness and knowledge, targeting different audiences to create safer roads and communities.

Brake & Tyre Watch
This program focuses on empowering traffic officials and transport operators with practical expertise to ensure that heavy vehicles are roadworthy. In partnership with FleetWatch Magazine, the program delivers two-day workshops that combine theoretical training with hands-on inspections of randomly selected trucks. These sessions cover all safety-critical aspects, including tires, braking systems, lighting, and reflective markings. By equipping officers with specialized knowledge, the initiative strengthens their ability to identify and remove unroadworthy vehicles from South African roads. In 2025, training reached hundreds of officers across multiple locations, reinforcing enforcement capabilities and promoting preventative maintenance practices.

School Safety Talks
Complementing Brake & Tyre Watch, this program targets high school learners, particularly in underserved communities where road safety education is often limited. In collaboration with NPO Wheel Well, Bridgestone experts conducted interactive sessions that taught practical tire safety skills, vehicle readiness checks, and safe passenger behavior. These talks combined demonstrations with engaging discussions, helping young people understand the importance of responsible habits before they become drivers. Teachers and learners expressed appreciation for the program’s practical approach, noting improved awareness and enthusiasm for applying these lessons in daily life.

Together, these initiatives reflect Bridgestone’s approach to fostering a culture of safety across generations, from professional traffic officers to future drivers. They demonstrate how collaboration and education can make South Africa’s roads safer for all.

April 8 is designated as National Tire Day in Japan, coinciding with a nationwide spring Road Safety Campaign. Based on the principle that “tires carry life,” Bridgestone conducts a variety of activities throughout the month of April to raise awareness of road safety, designating this period as a time to reinforce safety inspection efforts. As part of the #TIRESAFETY activities led by Bridgestone Tire Solutions Japan, the entire Bridgestone Group promotes road safety awareness through Family Road Safety Park, a family-oriented event focused on automobiles, motorcycles, and bicycles.

This event offers a practical learning environment for people of all ages, providing hands-on programs such as tire safety checks (including air pressure, wear, and tread depth), motorcycle inspections, helmet use, bicycle traffic rules, and proper tire pressure management. The program aims to convey the importance of regular inspections and safe behavior on the road. Participants noted that they “have become more safety-conscious” and that they “understood the importance of daily inspections.”

Bridgestone hosts this event in cooperation with the Japan Traffic Safety Education Association (JATRAS), the Japan Automobile Federation (JAF), and local police departments, contributing to stronger ties with the local community. The company also holds the Family Road Safety Park during Japan’s fall nationwide road safety campaign. Across these efforts, Bridgestone carries out road safety awareness activities for a wide range of generations and mobility types.

By combining fun family experiences with meaningful learning opportunities, Bridgestone is working to spread knowledge and foster greater awareness of road safety.

As a company with plants located throughout Japan, Bridgestone upholds the principle that “tires carry life,” conducting road safety activities nationwide to address the specific safety needs and challenges of each region. These efforts enhance Bridgestone’s contributions to local communities and strengthen community ties.

Road safety issues vary by region, but in areas where Bridgestone has plants, ensuring the safety of children and other vulnerable road users is a particularly critical priority. Every Bridgestone plant aims to achieve zero traffic fatalities and injuries, and engages in activities that foster safety awareness and to help vulnerable road users protect themselves. These efforts include outreach classes at elementary schools using bicycle and pedestrian simulators, as well as plant events that offer road safety programs tailored to different age groups and encourage interaction with local residents.

The use of simulators allows participants to learn how to anticipate accident risks in everyday environments and situations, helping them to understand safety as a personal responsibility. Although elementary school students are the primary audience, many teachers, parents, and other adults also participate, extending the impact of the programs across generations.

Bridgestone also carries out a wide range of community-based road safety activities in collaboration with local police departments and municipalities, including standing guard at intersections and crosswalks near its plants.

These initiatives reflect Bridgestone’s commitment to fostering safety awareness from a young age and contributing to the goal of achieving zero traffic accidents in local communities.

With a commitment to ensuring that riders enjoy safe, secure, comfortable, and enjoyable motorcycles experiences, Bridgestone partners with various organizations tosupport safe riding practices.

One such initiative is Basic Riding Lessons, a hands-on motorcycle safety seminar organized by the Japan Motorcycle Promotion and Safety Association. The program targets new riders and those who lack confidence in their skills, with the goal of promoting safer riding techniques and encouraging compliance with traffic laws and proper riding etiquette. Bridgestone participates by exhibiting, explaining, and providing training on the importance of tire management, helping riders understand how safety begins from the ground up. In 2025, Bridgestone took part in 20 seminars, offering training to 365 riders.

Bridgestone also contributes to the Nankai Riding School, a motorcycle safety seminar organized by a motorcycle equipment dealer. This program aims to reduce accidents and lessen their severity among young riders, new riders, and middle-aged or older individuals returning to motorcycling. Bridgestone provides lectures on motorcycle tire maintenance and inspection methods, with employees from Bridgestone Motorcycle Tire - who are certified as safe driving instructors-volunteering to teach at all 11 seminars held during the year.

Through initiatives like these, Bridgestone is helping to ensure safer riding experiences for motorcyclists across Japan.

In its first phase in 2024, this project provided essential mobility training and information to 1,027 members of the visually impaired community in five selected regions of the country. To sustain the project’s impact, 16 master trainers from these regions participated in an intensive four-day residential program at the National Centre for Assistive Health Technologies, part of the Indian Institute of Technology in Delhi.

In its second phase in 2025, the project reached 1,012 visually impaired persons in eight regions across India and trained 13 master trainers.

The aim of the project is to help participants become confident in walking and traveling so they can navigate independently after the intervention. A manual on Road Safety & Navigation has developed under this project to support a holistic understanding of road safety and safer mobility.

Depending on individual needs, mobility training with a white cane was provided for periods ranging from two weeks to one month. Throughout the project, white canes were distributed to 2,039 visually impaired people, and smartphones were provided to 100 visually impaired girls, equipped with apps to help them travel safely.