Goodyear Dunlop Tires Europe B.V. is a joint venture between The Goodyear Tire & Rubber Company and Sumitomo Rubber Industries. It manufactures, distributes and sells tires for various distribution markets and engages in certain other automotive and vehicle parts and rubber and polymer related businesses. In Europe, the company employs about 15,000 persons and operates over a dozen manufacturing plants. Globally, Goodyear employs more than 70,000 people and operates more than 60 facilities in 26 countries.
Building on its past experience with the company’s worldwide vision “Safety Together”, Goodyear Dunlop will continue educational actions under the umbrella campaign of “Life-long learning on road safety and on tires’ importance for safety”. We commit to continuous communication on tire maintenance and proper tire use from the outset of the driving experience, and also to educate on traffic safety from early childhood.
1. With the “Get the Grip” campaign we will further promote drivers’ awareness on both the need for regular tire checks and on tire performances essential for road safety.
We will be focusing on correct tire inflation pressure and tread wear checks, either through live demonstrations or through press/Internet articles. Particular focus will be given on necessary tire conditions and driving manner for rainy weather. Another area of attention are commercial fleets and through the campaign of “Duty of Care” in the whole tire lifecycle Goodyear Dunlop will address truck fleet media with messages about a balanced approach between the environmental and road safety performances of tires (translated respectively into the parameters for rolling resistance and wet grip). Also in relation to safety of commercial vehicles, we will be performing occasional tire checks in autumn on the Belgian-Dutch border, which is one of the hubs of the trans-European transport of goods.
Furthermore, we continue our traditional “Highway Hero” campaign, which awards road safety conscious actions.
2. We aim to promote also winter driving safety and the seasonal use of tires. Especially in September and October each year, we will launch educational campaigns primarily through non-automotive consumer media on driving in winter conditions and on the importance of winter tires for cold weather. Target audiences will be not only car drivers, but also commercial fleets.
Along with that, we will be explaining the excelling performance of summer tires in the warmer months.
We will also liaise with Safety Ambassadors as testimonials in seasonal road safety campaigns, in order to achieve greater repercussion of our tire-related safety messages.
3. We commit to dedicated tire educational campaigns for novice drivers, as we believe that safe behavior should be built from the outset of the driving experience. With the “Goodyear Safe Driving Experience” we endorse tire safety messages to young drivers. The 2012 edition of our Road Safety Days, an event with high press coverage we organize every year, will also focus on this key issue.
4. Not least, we will be contributing to the safety of some of the most vulnerable road users – the children, through family educational campaigns. We will continue our “Safety Kindergarten” project in Central Europe with the aim of providing children with reflective vests per year, and also with educational material and games on road traffic rules. Similar campaigns will be undertaken in countries in Western Europe and Turkey.
The family will be a target audience also for the Goodyear Road Safety Days across a number of EU countries, as part of traditional tire maintenance campaigns or actions for children's training on road traffic rules.
Number of people targeted by the action
Through direct contacts with target groups, mostly on educational aspects on tire use and maintenance, we target at least 250,000 people per year. Within this figure, campaigns on tire checks will reach at least 5,000 drivers.
Given that various campaigns will take place via the media and the Internet, we foresee that indirectly our campaigns will attain a few million people per year across the EU and the neighboring countries.
Drivers, including novice drivers, families and children.