May 27, 2019 São Paulo, Brazil

Bridgestone Gives Continuity to Project on Traffic Education in Public Schools

Bridgestone Brazil Traffic education

The company raises awareness among students and teachers about traffic rules and good practices through the project "Bridgestone Traffic Education #Intraffic,lifeleadstheway"

Bridgestone, the world’s largest tyre and rubber company, gives continuity to the project “Bridgestone Traffic Education”, this year with the theme  #Intraffic,lifeleadstheway. The purpose of the educational initiative is to raise awareness among children and teachers from public schools about traffic rules and good practices. The project started in May and will be developed throughout the month of June, in the municipalities of Santo André (SP), Campinas (SP), São Pedro (SP), Camaçari (BA), and Mafra (SC).

This is the second consecutive year that Bridgestone carries out this project, which is aligned to its global commitment to social responsibility, Our Way to Serve, which relies on three Priority Areas: Mobility, People and Environment. The action reinforces the company's commitment to the communities in which it operates.

“This is a great opportunity to spread the importance of correct, respectful, and prudent behavior in traffic," says Fabio Fossen, president of Bridgestone Brazil. “The project aims to reach over 7,000 students and 250 teachers from public schools who, in addition to receiving this knowledge, will disseminate attitudes and behaviors for safer traffic," added Fossen.

The project, targeted at children aged between 07 and 12 years old, brings a playful approach to the topic of traffic safety through a play performed on an interactive track. During the circuit, the young people are informed about the rules and obligations of pedestrians, cyclists, motorcyclists, and drivers.  To complete the program, the teachers from the cities where the action is being implemented receive teaching material and participate in webinar on the topic so that they can continue working on the subject in classrooms throughout the year.

In 2018, the project “Bridgestone Traffic Education” reached over 5,000 students from public schools of Santo André, Campinas, São Pedro, Camaçari, and Mafra. The initiative also included a workshop on traffic safety for more than 100 teachers from public schools of the cities visited.

The project is carried out in partnership with the consultancy company Ntics Projects and guided by the Yellow May Movement, created in 2014 by the National  Road Safety Observatory (NRSO) to alert society about the high rate of traffic-related deaths and injuries worldwide. The main idea of the Movement is to involve various segments: government bodies, businesses, class entities, associations, federations, and the organized civil society to create a productive discussion on the topic. Bridgestone supports Yellow May by carrying out programs aimed at raising awareness about traffic safety in communities around its plants, based on the material developed by the Campaign.  

For more information about the project and the complete schedule, visit