Bridgestone, a global leader in tyres and sustainable mobility solutions, in collaboration with La Main Douce, an esteemed non-governmental organisation (NGO) based in Morocco, hosted the ‘Road Safety Village’ event for 160 children with with autism, learning disabilities, and Trisomy 21. The event, held recently, was a day packed with activities and educational sessions designed to provide an engaging setting for children with special needs, allowing them to learn and enhance their road safety knowledge.

The initiative offered a range of engaging activities, such as a Road Safety Workshop where children could learn the value of road safety through hands-on, interactive exercises meant to equip them with the essential knowledge and abilities to help them navigate safely.

Children were also introduced to the idea of environmental responsibility through a Tyre Recycling Workshop, which provided an informative and interactive way for them to learn about recycling and sustainable practices. In addition, a Montessori Workshop fostered children's creativity and individual development through activities inspired by a child-centred approach to education.

As a part of the event, Bridgestone also scheduled a meeting with medical experts, which provided vital insights into the unique challenges and demands of children with special needs.  The discussion was a critical step in better understanding the children and developing programs that could more effectively meet their unique needs in the future. Bridgestone further indicated its plans to continue partnering with La Main Douce and expand its efforts to support specially-abled children.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said: "We at Bridgestone are honoured to collaborate with La Main Douce to steer this remarkable endeavour. We remain committed to the well-being of children and hope to support them to maintain their overall safety. The 'Road Safety Village' event is only one milestone in our continuous endeavours to accomplish this goal. The program is also a manifestation of our ‘Way to Serve’ motto, which captures the essence of our company's long-standing belief in serving society with superior quality and shaping a better world, while also contributing to the growth of our stakeholders.”

The program also mirrored Bridgestone's E8 Commitment, which is more than just a corporate pledge, but rather an initiative to improve the lives of all community members. By collaborating with La Main Douce, Bridgestone successfully reaffirmed its resolve to provide all children and individuals with opportunities to learn, grow, and thrive.

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The company’s ‘Eyes on The Road’ initiative will feature a series of events during the holy month of blessings across different parts of the country. It reflects Bridgestone’s efforts to foster a sense of community and belonging, especially for those who are spending Ramadan in the country alone.

To celebrate the festive spirit of the season, truck owners and drivers will be treated to an evening of delicacies, warm welcome and games. The activities will be staged in decorated truck rest areas and majlis that will be set up by the Bridgestone team.  

Additionally, Bridgestone will offer them free health check-ups at various truck stops throughout the campaign. A physiotherapist will be on board to conduct comprehensive movement, spine and posture screenings while a nutritionist will provide the most appropriate diet plans for them to stay physically and mentally healthy during Ramadan.

This health component of the campaign forms part of Bridgestone’s continuing ‘Eyes on the Road’ wellness initiative to monitor the health condition of truck drivers given the long hours they spend on the roads, as well as help build a healthier and safer society worldwide. 

The ‘Eyes on the Road’ Ramadan campaign follows Bridgestone’s global ‘Serving Society with Superior Quality’ philosophy, which emphasizes that a business that contributes to society would do well by doing good.

Stefano Sanchini, Regional Managing Director, Bridgestone MEA, said: “Not all fleet drivers have the luxury to celebrate Ramadan with their families because either they are living far away from their home countries, or they are always on the road. Many miss the gatherings and sharing of meals with their loved ones, especially during this season. The aim of our latest ‘Eyes on the Road’ campaign is to allow them to experience the joyous spirit of Ramadan.”

“Our free medical check-ups, on the other hand, are part of our continuing initiative for the health of our drivers and the safety of our roads, both of which are among our priorities. We invite both truck owners and drivers to catch our events and participate in the celebration,” he added.        

The campaign kicked off recently in Fujairah and will make a stop in Abu Dhabi and Dubai. More than 600 fleet drivers are expected to participate in Bridgestone’s UAE-wide Ramadan activities.