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Jun 20 , 2013


Jeddah, Saudi Arabia, June 20, 2013 - The Bridgestone’s Tyre Safety and Eco Station (TSES) road show campaign is back in the Kingdom of Saudi Arabia for the third consecutive year. The TSES multi-purpose station – set up in the Ground Floor of the main central area of Jeddah’s Red Sea Mall – was officially inaugurated today. The station which is open from 4pm till 11pm will run its education and awareness campaign on tyre safety until tomorrow, Friday 21st May. The ribbon-cutting ceremony was attended by Bridgestone Middle East & Africa representatives including Mr. Deep Rajendran, Manager for Corporate Communications & Training at Bridgestone Middle East & Africa, as well as by Mr. Almohannad Hafiz, Marketing Manager Al Talayi Company Limited, Bridgestone’s distributor in the Kingdom of Saudi Arabia. “The results from the survey that we conducted last year revealed that the level of awareness on the correlation between properly maintained tyres and road safety is still very low. The TSES campaign is one of Bridgestone Middle East and Africa’s core Corporate Social Responsibility initiatives developed to educate drivers in the region about tyre safety,” commented Mr.Shoichi Sakuma, President of Bridgestone Middle East and Africa. In the survey that was conducted during the Bridgestone Middle East and Africa 2012 TSES roadshow in Saudi Arabia amongst 400 drivers, it was found that 61 percent of Saudi motorists do not check their tyres. Of those who practice it only 40 percent do it at the recommended frequency of once a month or more. Such survey results present a clear direction to improve road safety and to reduce the number of accidents. Faulty tyres are a leading cause of accidents on the roads, particularly during the summer months. Bridgestone’s aim is to help lower the levels of road traffic accidents in the region through education and awareness on proper tyre care and maintenance. In order to engender a safe and environment-friendly society, the 2013 Bridgestone “Tyre Safety & Eco Station” campaign is touring the GCC helping families and drivers learn and practice tyre safety for the improvement and sustainability of future and current generations.The event also has a special zone dedicated to kids where they can draw environmental themed drawings and enjoy free face painting. “Some very easy and quick tyre monitoring steps can reduce the chances of an accident occurring while driving. Our commitment is to make drivers understand the importance of tyre monitoring helping them to develop the habit of regularly checking their tyres in order to make roads a safer place for them and their families”, added Mr .Shoichi Sakuma.

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