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Sep 14 , 2011


The Bridgestone Tyre Safety and Eco Station campaign roadshow is now coming to Cairo, happening at City Stars Mall from 17th to 23rd of September The roadshow successfully toured the six major cities in five GCC countries from February to July The campaign aims to help reduce number of regional road traffic accidents through awareness and education about Tyre Safety Parents and drivers encouraged to learn about proper tyre care and maintenance for the safety of their own, their loved ones, and other road users; and also know the positive impact it gives to the environment Cairo, September 14, 2011 – The Bridgestone ‘Tyre Safety and Eco Station’ campaign continues its roadshow and, after its success in the GCC, will now come to Egypt. The station, which aims at making roads safer for everyone, will be at the second retail floor of the City Stars Mall from September 17th to 23rd, running everyday from 12pm to 12am. This corporate initiative in Cairo is greatly supported by Bridgestone’s trusted local partner Nile Projects & Trading Co. The campaign, developed by Bridgestone Middle East & Africa FZE, urges drivers to check their tyre pressure and tread in a bid to enhance driver safety and reduce the incidents of road traffic accidents. At the Bridgestone ‘Tyre Safety & Eco Station’, people will learn how to properly check tyre air pressure, tread wear, and other important tyre safety measures which enhances safety while driving on roads. The stand will have a tyre safety demo & info corner where drivers can personally learn why and how to check the proper tyre air pressure and avoid the dangers of driving with underinflated/overinflated and worn-out/damaged tyres. There are also a whole host of fun activities for children and families at the stand – including drawing and coloring activities and giveaways for parents, drivers, and children. Kids will enjoy time in expressing their care for Mother Nature through drawing activities and receive a token for it. All adult participants will receive exclusive Bridgestone giveaways –Tyre Safety flyer, and an Eco tote bag or a Tyre Safety compact gauge which measures air pressure and tread depth when they visit the stand and partake in the activities. According to the World Health Organization’s Global Report on Road Safety (2009) Egypt is one of the countries with the highest rate of road deaths, ranking at the third place - after Eritrea and Cook Island - in the global ranking. Egypt has a road traffic fatality rate of 41.6 deaths per 100,000 population and loses about 12,000 lives due to road traffic crashes every year. Mr. Shoichi Sakuma, President of Bridgestone Middle East & Africa, says: “Many drivers are unaware of the key role which tyres play for keeping a vehicle safe while driving. At the Bridgestone Tyre Safety and Eco Station, motorists will enjoy time with their families and friends while learning some very simple and easy steps to properly check their tyres and improve safety on the roads. This awareness & educational campaign was a great success in GCC, and now we are looking forward to make the same achievement in Cairo.” The campaign also emphasizes the positive environmental impact of properly maintained tyres. Driving at the tyre’s correct air pressure reduces fuel consumption, which in turn minimizes the environmental impact of a journey, and saves the motorist money.

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