The Bridgestone’s Tire Safety and Eco Station (TSES) road show campaign is back in Saudi Arabia for the third consecutive year. The TSES multipurpose station — set up on the ground floor of the main central area of Jeddah’s Red Sea Mall — ran its education and awareness campaign for two days until yesterday.

The ribbon-cutting ceremony was attended by Bridgestone MEA representatives, including Deep Rajendran, manager for corporate communications and training at Bridgestone MEA, as well as representatives from Al Talayi Company Ltd., Bridgestone’s distributor in the Kingdom, Suliman A. Al-Qassomi, director of sales and marketing, and Almohannad Hafiz, marketing manager.

“The results from the survey that we conducted last year revealed that the level of awareness on the correlation between properly maintained tires and road safety is still very low. The TSES campaign is one of Bridgestone MEA’s core CSR initiatives developed to educate drivers in the region about tire safety,” said Shoichi Sakuma, president of Bridgestone MEA.

In the survey that was conducted during the Bridgestone MEA 2012 TSES roadshow in Saudi Arabia among 391 drivers, it was found that 61 percent of Saudi motorists do not check their tires. Of those who practice it, only 40 percent do it at the recommended frequency of once a month or more.

Bridgestone’s aim is to help lower the levels of road traffic accidents in the region through education and awareness on proper tire care and maintenance. In order to engender a safe and environment-friendly society, the 2013 Bridgestone “Tire Safety & Eco Station” campaign is touring the GCC helping families and drivers learn and practice tire 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.