Bridgestone MEA has launched a campaign in the UAE, Saudi Arabia, Egypt and Morocco that seeks to transform how parents approach child safety in cars.
The campaign film addresses a common phenomenon that ‘many parents believe that holding a child in their lap is as safe as using a child car seat’ and emphasises that ‘it’s not’. The work aims to make it clear that Bridgestone MEA understands a parents’ commitment to their children’s well-being.
As part of the campaign’s larger initiative, the mobility company is offering valuable insights on safety protocols and practical advice that can help create a safer and more informed environment.
“Our ‘Lap of Love’ campaign is not just about raising awareness, but about redefining the way we think about child safety in vehicles,” said Jacques Fourie, President of the AME Tire Business at Bridgestone. “While a parent’s love is unconditional, it’s crucial that safety measures—like using the proper car seat—are followed to ensure a child’s protection.”
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This initiative focuses on emotional awareness and practical implementation, empowering parents with specific guidelines for proper car seat usage. The safety guidelines offer various advice for parents to follow to protect their children. This includes – maintaining untwisted harness straps to prevent injury during accidents, ensuring only one finger’s width between the harness and the child’s chest for a comfortable fit, and eliminating all slack while securing a car seat with vehicle seatbelts.
Additionally, the guidelines also encompass securing the child with their back and bottom flat against the seat surface, aligning harness straps precisely at shoulder level, not above or below and verifying compliance with all height requirements for both car seats and seatbelts.
“This campaign challenges parents to look beyond the obvious and take the necessary steps to provide the highest level of safety for their children on the road,” Fourie said. “Because what really matters to us as an organisation is not just getting you down the road but getting future generations down one too.”
“By emphasising these important safety protocols, we aim to make a lasting impact on road safety, aligning with our broader commitment to enhancing the well-being of future generations through sustainable and responsible practices,” he explained.
The campaign aims to seamlessly align with Bridgestone’s E8 Commitment, particularly emphasising emotional and empowerment aspects. By promoting proper car seat installation and adjustment practices, the initiative directly contributes to child and family safety while reinforcing community connections and broader goals to enhance the community’s well-being.
Credits:
Creative Agency: Brand New Galaxy MEA
Shahad Samhouri / Senior Account Manager
Lara Badawi / Senior Account Executive
Arjun Suri / Creative Director
Katherine Ho / Digital Art Director
Marie Fadel / Head of Arabic
Kuruvilla Thomas / Jr. Designer
John Edward David / Jr. Designer
PR Agency: Orient Planet Group
Eyad Zeidan/ Regional PR Director
Adrija Bhowmick/ PR Account Manager
Client: Bridgestone MEA
