31 States sign up to Michelin’s safe driving campaign
Almost two-thirds of U.S. states have now signed up to Michelin’s award-winning Beyond the Driving Test road safety campaign, which aims to reduce the alarmingly high death rate among young drivers. Automobile crashes are the top killer of teens in America and of the 2.2 million crashes a year, 12 percent involve new drivers.
Michelin and the Fédération Internationale de l’Automobile (FIA) are now in the third year of their joint Beyond the Driving Test road safety campaign, which wants to see all 50 states include vital information on tire safety, such as tire wear, tread depth and proper tire pressure, in their driver’s manuals. So far 31 states have signed up, but that’s not all Michelin is doing.
Reaching out to young drivers
In order to reach out to and educate teens and young drivers on the importance of tire safety and maintenance, Michelin and the FIA are taking the message directly to them. On July 15, Michelin premiered tire safety videos at the first stop of Australian rock band 5 Seconds of Summer’s Sounds Live Feels Live U.S. tour, at Madison Square Garden in New York.
Beyond the Driving Test video will be featured during the rest of the group’s U.S. tour dates, which run until September. Michelin’s tire safety team will also conduct tire safety demonstrations at some of the band’s concert venues throughout the summer. 5 Seconds of Summer is playing 33 U.S. shows.
“Communicating with teens directly on their turf has been key to the success of Beyond the Driving Test,” said Michelin North America chairman and president Pete Selleck.
“Meeting young drivers where they interact enables Michelin to start a conversation about tire safety to raise awareness of simple steps teens can take that can help save lives.”
Harnessing YouTube to get the message across
In March the Beyond the Driving Test teen YouTube influencer campaign was selected by PRWeek as the 2016 Community Relations Campaign of the Year in the U.S. Michelin teamed with the American Driver and Traffic Safety Education Association (ADTSEA), enlisting teen YouTube superstars Jack and Jack, Alexis G. Zall and Brent Rivera to deliver the tire safety message in a way that would have young drivers engaged.
“Michelin is committed to transforming tire safety education for new drivers to help make our nation’s roadways safer for all motorists,” Selleck said.
“Michelin and the FIA applaud the 31 states that have already committed to including tire safety as a standard in their driver’s manuals. We encourage all other states to include this critical safety information as Michelin continues toward our goal of compliance in all 50 states by 2020.”