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Bridgestone Americas Press Center

April 28, 2018 SÃO PAULO

Bridgestone Brings Initiative for Traffic Education to Municipalities of São Paulo, Bahia and Santa Catarina

Bridgestone Traffic Education Project #WeAreTheTraffic presents concepts, situations, and traffic reality simulations to make children aware of their citizen role in the traffic of vehicles and people

Bridgestone traffic education program in Brazil

Bridgestone, the world’s number one tyre and rubber company, in partnership with the consulting firm of Ntics Projects and the Yellow May Movement, will launch between April 29 and May 19 the project "Bridgestone Traffic Education #WeAreTheTraffic," an educational initiative that will cover the municipalities of Santo André (SP), Campinas (SP), São Pedro (SP), Camaçari (BA) and Mafra (SC), bringing the children of these localities knowledge about safe traffic in a playful way.

Yellow May is a movement conceived by the National Road Safety Observatory (ONSV), which has the participation of thousands of people. The movement already counts with actions carried out in Brazil and abroad, aimed at reducing traffic accidents, acting under the premise that traffic must be safe for everyone in any situation. The actions developed by the Movement aim to raise awareness to the issue for society and stimulate the participation of the population, companies, governments and entities.

The "Traffic Education" project is an initiative aligned to Bridgestone's global commitment to social responsibility, "Our Way to Serve," which is based on three priority areas: mobility, people and environment. "This project is one more way to reinforce our commitment to the communities where we are inserted,” said Fabio Fossen, president of Bridgestone Brazil. "Helping to build safer and healthier communities, and making education more accessible and inclusive is a commitment we make," adds Fossen.

With actions developed free of charge in schools of the public network and public places, the project counts with an interactive truck, customized with applications on the theme, circuit of activities, #WeAreTheTraffic track and games.

"We propose a circuit that promotes reflection on reality, attention to traffic rules, commitment to life, sense of group and roles, empathy and concern for the well-being of all and the environment, and that influences the student to be a multiplier of concepts and acquired experiences," says Ana Carolina Xavier, project director of Ntics Projects.

Completing the program, a workshop will be held for the teachers of the schools in the contemplated cities. In this activity, in partnership with the ONSV, physical support material and online material will be made available to all teachers, so they will be able to access all the information to put the subject into practice in an interdisciplinary way.

"One person dies every 12 minutes in traffic accidents in Brazil. This is a sad statistic that we need to change. There are many lives lost and other thousands affected by a traffic accident. Not to mention the thousands of sequels that negatively impact, not only the individual life, but that of family and friends. There are many negative aspects to those involved in an accident. If each one does their part for a safer traffic, we can reverse this sad picture," says José Aurelio Ramalho, ONSV's CEO.

For more information on the project and complete programming, access:

About Bridgestone do Brasil (BSBR):

Bridgestone do Brasil is a subsidiary of Bridgestone Americas Tire Operations Latin America (BATO LA), which in turn is a subsidiary of Bridgestone Americas, Inc., (BSAM) based in Nashville, Tennessee. BSBR has two tire plants in Santo André (SP) and Camaçari (BA), and two tread plants in Campinas (SP) and Mafra (SC). The company owns the Bridgestone and Firestone brands of tires for passenger vehicles, pick-ups, trucks and buses, tractors and off-road, and industrial vehicles, and Bandag for treads. The company serves the Brazilian replacement, which covers the whole network of resellers, and original equipment, formed by the vehicle assembler industries, in addition to exporting to South and Central Americas, the Caribbean, Mexico and the United States.

Access the digital platforms of Consumption (passenger cars or pick-up trucks) on the websites and and Commercial (trucks and buses, off-road, agricultural and industrial) at the addresses and

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