A continuous commitment

The Michelin group intends to directly address road users through awareness, education and training campaigns aimed at changing dangerous road behavior. In 2008, the Road Safety project reached European level, and it is Michelin’s aim to implement it throughout the whole Group. In 2009, Michelin renewed its adherence to the European Road Safety Charter, originally signed in 2004, which is testament to the ongoing commitment of the group policy in this area.

Michelin acts at two levels: locally, around its sites, through initiatives to get involved in local community life; and at a governmental level, in collaboration with other bodies.

Numerous achievements in the field

Michelin is of course trying to raise awareness of the essential role played by tire pressure. But beyond that, the group is also implementing specific initiatives, appropriate to each local context, regarding, for example, wearing helmets and the issue of alcohol, and wishes to reach the most vulnerable sections of society: young people, cyclists and pedestrians.

For schoolchildren, Michelin has implemented a program called The safest way in several countries, for example in Brazil – Na pista do melhor Caminho – and in Fossano (Italy) in partnership with the local council. Michelin Junior Bike is an initiative focusing on helping young people learn road rules in a fun way. In 2008, eight such campaigns were held in Italy and four in France, involving more than 7,000 young people between ages 8 and 12. Venezuela's first Junior Bike event was organized in September 2009.

Since 1998, in Italy alone, over 184,000 children have participated in the event. For adolescents, the main danger comes from driving two-wheelers, so Michelin organizes campaigns to raise awareness about wearing a helmet, in particular in emerging countries. For the 14-15 year old age group, Michelin has also been running for six years, the Achtung Auto program in partnership with ADAC (German Automobile Club), a million adolescents have already participated. For young adults learning to drive, we distribute educational materials on the safety aspects of tires in driving schools.

Heavy involvement in large-scale initiatives

Large-scale programs are organized in the framework of new public/private and national/international partnerships such as GRSP (Global Road Safety Partnership), an association composed of international organizations, multinational companies and NGOs. GRSP focuses its initiatives on countries with a poor road safety record (e.g. Thailand, Vietnam, China, Kuwait, South Africa, Poland, Romania, Hungary, Brazil) and provides governments with technical assistance and advice in legal and prevention matters to encourage them to tackle the issue of road safety.

In 2009, the World Heath Organization (WHO) founded the Youth for Road Safety (YOURS), the first global youth non-governmental organization (NGO) specifically focused on road safety. With Michelin's support, the organization provides young people with the resources they need to take an active role in their own safety. Over the next years, YOURS is committed to developing an international network to share best practices and encourage mutual support. The network already comprises 400 youths in 100 countries who will partner with government authorities, other NGOs and the media to organize awareness-building campaigns.

The emergence of broad-based, worldwide concern for road safety was illustrated in November 2009, when the first UN Ministerial Conference on global road safety was held in Moscow (Read the article). Michelin, represented by its Managing General Partner Michel Rollier, was present as a worldclass private sector company.

In Brazil, a game to learn road safety

In Brazil, the project Na pista do melhor Caminho (the safest way ) was launched in August 2008 in partnership with the State of Rio and in the presence of the Secretary of State for Education and the Chairman of DETRAN, the state body responsible for Traffic. The project consists of a fun educational tool to send out the message “the winner is the one who chooses the best path”. The game inspires participants to think about their own attitude and the role that each road-user plays. It provides an opportunity to increase familiarity with rules relating to traffic, citizenship, and ethics.

It is a team game, based on movement, chance and knowledge of traffic laws, staging scenarios involving a pedestrian, a cyclist and a car driver in the streets of Rio de Janeiro. The themes tackled range from drinking and driving and the responsibilities of pedestrians and cyclists, to vehicle maintenance, first aid and safe driving. The pieces used in the game are made out of recycled materials.

The campaign targets adolescents. The first teachers to be trained in leading this game will be from high schools close to Michelin headquarters and to the Campo Grande plant; then the project will be extended to other areas with a high accident rate. A digital version of the game has been launched in 2009.

Read also :
- The Andrew Pearce about GRSP : Road crashes: An everyday humanitarian disaster

Categories: Sustainable mobility - Road safety

Keywords: Brazil - safety