As part of the initiative, ARN, the UAE's leading radio station group, aired an original track composed by Bridgestone during the week, that encouraged motorists to make safer decisions by highlighting the futility of taking shortcuts on highways. The song was broadcasted as the opening commercial on all ARN stations.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said: “At Bridgestone, we consider it our responsibility to promote safe mobility habits from the ground up and contribute to shaping a safer society. This initiative, which supports the Bridgestone E8 Commitment value of ‘Ease: Committed to bringing comfort and peace of mind to mobility life,’ promised to improve road safety standards and promote community wellbeing. Moreover, the UN Global Road Safety Week initiative allowed us to stand united reduce accidents and create a safer environment. As a team, we are confident that we can make a positive impact on communities and promote their overall safety.”

With the latest initiative, Bridgestone asserted that lane changes are one of the major factors for accidents on the UAE’s highways and emphasised the importance of maintaining road safety for reliable mobility systems. The company will continue promoting community-driven initiatives that foster safe mobility, while still providing quality solutions to its customers.