NOVEMBER 2015 CONEXIÓN LATINA
VENEZUELA / MEXICO / COSTA RICA / COLOMBIA / CHILE / BRAZIL / ARGENTINA
CONEXIÓN LATINA 20 NEWSLETTER
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SUMMARY
Staff BSAR Ma. Luz Herrera BSBR Josiene M. de Santana
Argentina
Brazil
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Copa Bridgestone Libertadores Finale
Journalists take part in the “Mecanica Facil” training Mafra factory donates milk
BSCO Pamela Alarcón
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BSCR Ana María Arce
The Brazilian Football Museum hosts the “Libertadores - Pasión que nos une” exhibition
BSMX Amelia Vives BSVZ Mayela Carta Jasergui González
16 8 Bridgestone Freestyle Cup
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New Potenza RE740 “Copa Bridgestone Libertadores” Best Toyota Supplier 2014
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CORPORATE / PUBLIC RELATIONS / CONSUMER MARKETING / MEDIA OUTREACH
CSR ENVIRONMENT / ROAD SAFETY / COMMUNITY SUPPORT
Bridgestone Solidarity Marathon New Bridgestone Training Center
Bridgestone’s partnership with “Caravana Siga Bem”
Chile 18 Bridgestone at the World Solar Challenge
Colombia 18 First reforesting campaign
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First Aid Training and CPR
Air tire pressure program in Cúcuta
Road Safety Week at the Factory
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Holidays promotion “RASPAGOL BRIDGESTONE”
Solidarity Caravan
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Bike exposition in Pereira City
Play delivers road safety to Nicaragua
First eco- playground in Mexico
Ecuador
México
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El Nacional Award
Boosting development and sustainable mobility
Costa Rica
28 Waste tires disposal program in Mexico
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Campaign to collect used tires
Official NFL tire in Mexico
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“Seguro Llegas” (Get There Safely) campaign starts
Venezuela 34 Children’s Day celebration
35 New junior environmental brigades are formed
36 Basketball clinic along with the regional leader “Trotamundos de Carabobo”
“B-Happy” program keeps growing in the region
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24 Freestyle paced Libertadores
Bridgestone Costa Rica Presented Its 9Th Sustainability Report
30 Promoting road safety and child creativity
31 Freestyle Football Volunteering
32 Visits to domestic football teams
Tire recycling contributes to new products manufacturing
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EDITORIAL
EDITORIAL Conexión Latina friends,
It is with great joy that we have reached the 20th issue of our newsletter Conexión Latina. Through it, we share the high impact actions taking place in the grand Latin American region. Our mission on being excellent corporate citizens is portrayed in the stories included in each of our issues. From community support oriented actions that aim to contribute in creating welfare in the communities where we operate; all the way to taking full advantage of the brand presence in several sport and social events. On the other hand, regarding the environment, we are betting on sustainability and the creation of a better planet for present and future generations. Therefore, we keep implementing campaigns to contribute to a good environment by collecting waste tires, reforesting, creating ecological parks, cleaning beaches and rivers, among others.
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In this issue we share with you the pride on being a Latin community, bonded by the desire of creating a better future for our society and our surroundings.
Regards,
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Corporate Communication and Social Responsibility Bridgestone Latin America Tire Division, BATO LA
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ARGENTINA CONEXIÓN LATINA
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Copa Bridgestone Libertadores Finale The 2015 Copa Bridgestone Libertadores successfully ended; in which the Argentinian River Plate team won the cup. 6 —CSR—
During the championship, there were several activities that amazed the fans. Special guests, journalists, members of the sales network, and teammates closely followed the thrilling match in a reserved zone especially for Bridgestone. Winners of the “Report Contest”, Paulo Correia and Renata Correia from Brazil, Cesar Melo from Mexico and Gisselle Soledad Ortiz from Paraguay had the chance of attending the grand finale and delivered some exclusive live commenting during the match.
In this way Bridgestone finishes a new and successful edition of the Copa Bridgestone Libertadores, a competition which allows the company to approach a passionate audience and perform activities with major exposure. It must be highlighted that the Bridgestone website (http:// bridgestonelibertadores.com) reached more than 2.8 million views during the season, while its social networks reported more than 28,800 followers on Facebook, and more than 9,000 on Twitter.
Daniel Benvenuti, CEO for Bridgestone Latin America North Region was in charge of awarding the trophy to champion team.
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In the final, “La Gira de la Copa Bridgestone Libertadores” also took part. As in all other matches in the championship, Bridgestone Argentina had an exhibition booth at Estadio Monumental with a replica of the trophy, where fans could take pictures and then find them at the company’s Facebook Fan Page. After the match the moving award ceremony was held with the presence of important company directors. Daniel Benvenuti, President of Bridgestone Latin America North Region, BS-LAN, was in charge of awarding the trophy to the winning team. Meanwhile the Most Valuable Player trophy was awarded to River Plate’s Carlos Sanchez by Damian Seltzer, CFO for Bridgestone Latin America.
ARGENTINA
Bridgestone Freestyle Cup During the half time of the Bridgestone Libertadores Cup, it was held the second edition of the Bridgestone Freestyle Cup final; the competition where the best fans in the continent amazed all assistants with their skills. In the competition finalists showed their football mastery, being assessed by a panel formed by Dan Wood, World Freestyle Football Federation President; Joel Peña, 2014 Freestyle Cup
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Agustin Pedroni, CEO for Bridgestone Argentina, handing the prize to Diego Urzúa, winner
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of the Bridgestone Freestyle contest.
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Champion; and Charly Iacono, Freestyle world cup runner up. After the assessment, the chosen winner was Diego Urzúa from Chile, who was awarded a 10,000 USD prize.
Best Toyota Supplier 2014 Toyota acknowledged Bridgestone Argentina as the best supplier in 2014 and honored it for its 100 years in the country. A senior party from Toyota Argentina visited the Llavallol Factory.
New Potenza RE740 “Copa Bridgestone Libertadores” Taking advantage of the final of the Copa Bridgestone Libertadores, the subsidiary in Argentina launched the New Potenza RE740 special edition, for those who tracked the performance of their teams along the most important tournament in America. New Potenza RE740 “Copa Bridgestone Libertadores” in the Turismo category, has a new modern and sporty design appropriate for a speed of up to 190 km/h. With a high grip degree on both dry and wet ground, this product additionally has an excellent performance at high speed thanks to its spiral nylon fabric allocated between its belts of steel.
The Bridgestone team receiving Toyota’s award
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ARGENTINA 20
Bridgestone Solidarity Marathon
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More than 600 people attended to the 7th Bridgestone marathon in support of ‘Asociación Civil Betania de Turdera’. For the seventh year in a row, the company held the classic Bridgestone Marathon in support of Betania, a charity foundation from Turdera.
It was amazing to see how little by little the facilities got crowded with the more than 600 people that showed up to the starting point.
Lomas Zamora State Park was the chosen place for this year’s traditional race. There, an ideal circuit was traced to embrace both categories: the participative 3.5 km and the competitive 7 km. The acquired experience in previous years was key for the success of the 2015 version that almost doubled the number of participants in comparison to the previous year.
Volunteers from the company collaborated putting their effort for the success of this event while important companies collaborated and supported the Marathon. Among these companies, there were Air Liquide, Aramark, Isover, Loginter, Osde, Pelme and Ristora. It must also be mentioned that UBE and Indiam, two NGOs invited by Betania took part.
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New Bridgestone Training Center In the celebration of the first 100th anniversary of the company in Argentina, this ambitious project was launched, with the goal to promote the theoretical and practical training in the sales network.
Opening was held last May with the assistance of company members, strategic suppliers, sales network
members, and directors from prestigious institutions linked to Bridgestone, and government authorities. The training center’s goal is to boost Head Managers’ (end users) sales experience in service centers therefore it has with all the facilities needed to live the same experience that is lived in a Bridgestone sales point.
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After the success attained by the Bridgestone Business School founded in 2003, the company decided to take a step further and ensure its commitment with training by creating this innovative scholastic concept.
Bridgestone Senior Managers at the workshop in the Training Center on its opening day.
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ARGENTINA
First Aid Training and CPR (CARDIOPULMONARY RESUSCITATION)
Aiming to communicate to its teammates the basic knowledge in Frist Aid and CPR, the company promoted this training led by trainers from Fundación Cardiológica Argentina.
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124 teammates from several areas participated. During the training, which extended for 2 hours, it was described the proper ways of acting when facing an emergency situation. These include: concussion, major wounds, burns, fractures, bleeding, intoxication, asphyxia, cardiac arrest, among others.
Road Safety Week at the Factory
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In June, the Road Safety Day was held with the support of volunteers.
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Bridgestone Argentina factory was the center of this campaign which was meant to raise awareness on road safety, environmental and health concerns. The event was split into three actions:
Crash Test: During the campaign, teammates and visitors could witness the consequences of the impact in a crash at 15 km/h with Bridgestone’s unique simulator.
Diagnosis and Calibration: A detailed diagnosis of the state of tires as well as tire pressure was conducted.
Cardiopulmonary Resuscitation: The campaign also included basic CPR training on adults, kids and babies; which the Argentinian Red Cross volunteers were in charge of.
Solidarity Caravan This important yearly social solidarity demonstration from the company was conducted during the last days of June and had the altruistic support of end users, sales network members and teammates. They were in charge of delivering the previously collected aid to schools and communities from Mendoza which were located in zones hard to access and which can only be reached with four wheel drive vehicles.
kitchen appliances. This aid was distributed among 14 trucks that took part of the caravan and a trailer that followed the former along the entire road down to Mendoza.
Eleven service centers took part in gathering donations. These were located in different regions in the country and were in charge of communicating the event and receive the aid offered by citizens. The total amount of collected donations was approximately 11 metric tons, an equivalent to 60 cubic meters. This included items such as food, clothes, medicine, stationery, toys, shoes and
Agustin Pedroni, President for Bridgestone Argentina and one of the partakers in this Caravana Solidaria, stressed that: “Bridgestone’s goal is to be able to use the tools at hand to deliver support to those who need it the most. This is the first Caravan in which I take part; and I found this experience to be really satisfying both personally and professionally”.
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The Bridgestone team in different institutions visited by the Caravan.
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BRAZIL
Journalists take part in the “Mecanica Facil” training On June 16th, members of the Bridgestone Training Center conducted a “Mecanica Facil” (Easy Mechanics) training for female journalists from Sao Paulo and its surroundings.
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The goal in this activity was to explain in a practical and theoretical manner the mechanical principles, as well as deliver advice regarding preventive and corrective tire maintenance.
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The initiative also turned out to be important to strengthen the relationship between Bridgestone and the media. Social gatherings are important to share company’s strategic messages with the media and improve brand awareness”, said Luiz Fernando de Palma, Corporate Affairs Manager for Bridgestone Brazil.
Mafra factory donates milk On July, Mafra factory teammates conducted a “Milk Campaign” aiming to collect the highest possible amount of milk to be donated to “Casa de Passagem” in the same city, which takes care of 600 kids on average every month. The results of this action could not have been but successful. With the cooperation and solidarity from the teammates, around 100 liters of milk were received.
Fabricio Geraldini (right), Operations Manager, Car Club, awarded diplomas to the journalists
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“Something that left us with a grand feeling of fulfillment towards our mission when we handed this donation, was to know that we contributed to the great need for milk in this foster home, which is in charge of so many kids. I would like to thank all those who contributed,” explains Heinz Gibson, management and training analyst.
The exposition will be open to all public at the Brazilian Museo del Futbol in Minas Gerais until November the 30th.
The Brazilian Football Museum hosts the “Libertadores - Pasión que nos une” exhibition
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After a successful trip through Sao Paulo, the exposition arrived to Belo Horizonte in October. The exhibition that has been presented at Museo del Futbol in Sao Paulo previously with more than 83,000 visitors, offering several interactive environments and video screens, pictures and fun facts from the championship.
The launching event took place on August 7th at the Brazilian Museo del Futbol in Estadio Mineirao. During the event, former player Raul Plassman and journalists were attending, as well as Corporate Affairs Manager for Bridgestone Brazil, Luiz Fernando de Palma, who was accompanied by Minas Gerais sales manager and domestic business consultants.
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Sponsored by Bridgestone and with support from Estadio Mineirao, which will celebrate its 50th anniversary next September, the exposition “Libertadores - Pasion que nos une” explores singularities in the championship.
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Bridgestone’s partnership with “Caravana Siga Bem” Bridgestone is one of the companies associated with “Caravana Siga Bem 2015”. The goal for this campaign is to diffuse citizenship and promote bus driver training in Brazil. 16 —CSR—
strengthen a top class team. It is an event that allows us to strengthen our relationship with truck drivers and the local communities where we present our products and services. Additionally, we create business in collaboration with our sales partners network all across the country. The Caravan is aligned with the company’s values, with a great focus on environmental responsibility and business sustainability.” Additionally to the products and exhibition services from partaking companies, during the visits, truck drivers and their families can take part in recreational activities such as massages, haircuts, plays, dance performances, singing, orchestra and educational talks
with the Federal Police. There is also a “Health Area” that has support from specialized health department professionals from the visited city, where truck drivers can get glucose, HIV, syphilis, and blood pressure tests as well as get vaccinated. The caravan also has sensitizing talks such as “Siga Bem Crianca” in collaboration with professionals from Red Nacional de Lucha contra la Explotación Sexual de Niños y Adolescetes; as well as “Siga Bem Mulher” with professionals from Red de Lucha contra la Violencia de la Mujer, additional to workshops that encompass matters related to their products and services.
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Executives from Bridgestone and other partnering companies take part in the caravan release.
The expectation for this year’s Caravan is to cover more than 30,000 km across the country, with events during 220 days, visiting 24 states and 95 cities.
According to sales director for Bridgestone Bandag, Marcos Aoki, this partnership is a great initiative to strengthen the brand in Brazil. “We entered this association to
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All vehicles in the project are equipped with Bridgestone and Firestone tires. During the stops the company, along with its local sales partners perform a product presentation and conduct talks advising on how to avoid an early tire loss and maximize their total life cycle.
Marcos Aoki, Sales Director for Bridgestone, during the caravan release.
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COLOMBIA
CHILE
Bridgestone at the World Solar Challenge Bridgestone Chile equipped with tires from its brand one of the only two cars that will represent South America. Bridgestone Corporation, committed with taking care of the Environment, sponsors the World Solar Challenge, a competition that gathers teams from all around the world and awards innovation, teamwork and human effort in developing vehicles fueled only by sunlight. Bridgestone Chile, following this line, will add an important support by gearing its “Ecopia with Ologic” tires on the Intikallpa IV, the car from the Chilenian team Antakari, which will represent the country in this challenge.
First reforesting campaign Corporate Volunteering Activity
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Air tire pressure program in Cúcuta This activity of Corporate Social Responsibility took place at the Sevice Center located in Cúcuta city last August. As part of the road safety campaign “Piensa Antes de Conducir”(Think before Driving), the activity aimed to provide vehicle owners and users with several tools to help them identify the main risk factors on the road. Additional to this, it contributed to raise awareness among volunteers about the impact vehicles have on the environment.
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BS Colombia executives accompanied by their families and friends.
Interested in contributing with the environment and taking part in several activities to be in touch with the community, Bridgestone collaborators in Colombia and their families had the first Reforesting Campaign. This happened on July in Bogotá. With it, the aim was to embellish an important region of the capital city with native species.
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The campaign in which more than 30 volunteers took part started in Bogota’s Botanic Garden. Environmental engineers from the organization offered a workshop on planting for the volunteers. The volunteers moved to the nearby Simon Bolivar Park, one of the main lungs in Bogotá. There, they proceeded to plant 45 trees in a campaign that had all the enthusiasm and commitment from the Bridgestone family.
Support staff.
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COLOMBIA
Holidays promotion “RASPAGOL BRIDGESTONE” During the holiday season, Bridgestone Colombia invited end users to travel safely and enjoy the promotion “RaspaGol Bridgestone”. Through this, there was a chance to get immediate discounts of up to 75 % off their purchases”.
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During June and July, when purchasing 4 Bridgestone and / or Firestone passenger or truck tires in authorized Service Centers and acknowledging the promotion, end users received a “RaspaGol” (scratch off and win). With these, they could participate and get discounts from 25 %, 50%, 75%, or an instant prize.
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During the promotion, it was advised to users to have in mind that one of the main factors to reduce accident rates on the road is to have tires in good conditions.
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Luis Eduardo Torres, sales advisor; Pedro Martínez, National Sales
ECUADOR
El Nacional Award
Manager from Original Equipment of Bridgestone Colombia, and Andrés Felipe Soto, sales advisor.
The draw winner, in which all team members took part, was Franklin Guerra, center midfield of El Nacional.
In July, Bridgestone Colombia, together with Comercializadora Sprint sales partner, took part as participants in the fifth version of “Rodada de Integración Alto Cilindraje” held in the capital of Quindio department.
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The event, which was held at Triumph’s facilities in Pereira City, was attended by more than 500 bikes and 700 people coming from Bogotá, Medellin, Cale, Eje Cafetero, Santanderes and Putumayo, among other regions in the country. Bridgestone Colombia presented its high performance bike tire line Bridgestone Battlax and invited the audience to be part of an interactive game through which they could win a tire set for high performance bikes and several souvenirs.
Efraín Torres, General Manager for Copinterllanta, Alex Torres from Copinterllanta and Franklin Guerra, El Nacional player.
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Bike exposition in Pereira City
Copinterllanta, the Bridgestone Firestone Distribution Center handed a set of Bridgestone tires to one of the members of the Ecuadorian team, El Nacional, due to his great performance and the victories won during last matches in the domestic championship.
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Campaign to collect used tires
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Bridgestone Costa Rica, Gollo Company and the Health Ministry have allied to erase dengue and chicungunya breeding spots in the most affected regions of the country. As part of sensitizing the population, each month a working space is set, collection centers are created and the community is invited to deliver their waste tires as well as useless electronic devices that could be harboring stagnant water. In the current year, 2,200 tires have been collected in the three major communities in the country. In what’s remaining of 2015, three more collections are programed, mainly in coast regions. The company aims
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to raise its consumers’ awareness so they don’t hold waste tires once their useful life is over. This is of special importance during the rain season, which makes the health problem of higher concern. Bridgestone, as a responsible company, looks for solutions to have alternative uses for the tires, such as building parks, furniture manufacturing and handcraft uses in general.
“B-Happy” program keeps growing in the region During 2015, the Bridgestone Costa Rica’s “B-Happy” park building program using waste tires records a total of nine parks in the current year.
This project has enabled the usage of 833 waste tires from cars, trucks and framing machinery in an innovative manner. All of this oriented to the community’s welfare.
In Costa Rica, construction is done thanks to the work of dozens of volunteers that spend their time for the construction and understand the importance of recycling for the environment and its community oriented scope. By the end of the year, six more parks are meant to be built including new countries such as Trinidad y Tobago and Nicaragua.
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With great success work has been done jointly with sales partners and volunteer from the Dominican Republic, El Salvador, Costa Rica and Guatemala, as well as local governments. Work has been done to build play areas in public parks, schools, and non-profits, these benefit more than 4,220 boys and girls.
Aldeas Infantiles SOS Park in Los Mina, Dominican Republic
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COSTA RICA
Freestyle paced Libertadores As part of the support and promotion on regional partnerships, during this year’s Bridgestone Libertadores Cup, the different subsidiaries conducted tournaments with the best Freestyle players on a national level.
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Boys and girls from Guararí de Hereida
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Each winner would have a chance to travel to the first leg of the tournament Finals and represent the country with his / her freestyle skills. Bridgestone Costa Rica held the tournaments in Costa Rica and Guatemala with excellent results, a total of 11 contestants additionally a social networks campaign to seek support for each contestant. Social effort Additionally, BSCR along with BSMX arranged social
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activities to encourage sports among children from low income communities. Thanks to the support from the Freestyle Federation, Steve Elias assistance was possible. The biggest performer on this discipline worldwide trained 24 volunteers from Bridgestone Costa Rica in techniques from this sport. On its own, and thanks to the work with SEPROJOVEN a non-profit organization, gathered 115 boys and girls along with volunteers and the national freestylers to enjoy an evening with games and sports. These social activities are part of the marketing efforts on a regional scale.
Attendants took part in painting a park.
BRIDGESTONE COSTA RICA
presented its 9th Sustainability Report
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The event took place in CENCINAI at Barrio Cuba, a center for boys and girls of ages 2 to 6 from low income families. The event had a fair format. Each attendant was seated in a chair built with waste tires from the entrepreneur program “BRILLA”. Stands were put with information regarding the main projects conducted by the company in terms of road safety and the environment.
A volunteer was in charge of presenting the results. When the event finished each guest could take part in building a park made with waste tires through the B-Happy program. This park was a part of company’s donation to the more than 80 children who assisted to the center. This way, Bridgestone informed on
the most outstanding results among which stand out earning the INTE 35 0101 certificate related to Social Responsibility Management Services. The ninth report was printed in recycled paper and was drafted under the GRI G4 version. It is available on Bridgestone Costa Rica’s website: www.bridgestone.co.cr
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Media, volunteers, teammates sales partners, companies and the government gathered to know firsthand Bridgestone’s performance related to its corporate social responsibility during 2014.
COSTA RICA
Play delivers road safety to Nicaragua In Nicaragua, although country authorities conduct constant efforts to reduce the devastating impact in the population coming from traffic accidents, the road safety issue keeps a sensible and special attention status.
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Guillermo Flores, Juan Carlos Villalobos, Marianela Zarate and Randall Lopez from Bridgestone’s theater group.
For this reason, Bridgestone’s Theater Group, in collaboration with the Ministry of Education and Traffic Department from National Police of Nicaragua, and with the Association ‘Personas Unidas en el Dolor y la Esperanza’ (PUDE) joined efforts to raise awareness and strengthen driving knowledge in younger generation through entertaining means. This way, approximately 4,600 boys, girls and
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teenagers enjoyed the play “Señales” (Signs) which has a clear message regarding the importance of respecting traffic signs. For Bridgestone it is paramount to deliver values to future generations through the road safety message. Thus, in an enjoyable way, it is progressively leaving a mark regarding such an important issue in future drivers.
MÉXICO
Boosting development and sustainable mobility Bridgestone Mexico shows its commitment in an ethical, social, environmental and economic way by presenting the third edition of its Sustainability Report “Impulsando el desarrollo y el Movimiento Sustentable” (Boosting development and sustainable mobility) On this, it follows the principles and contents
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set by the Global Reporting Initiative (GRI) on its G4 version. the company to keep up with its competitiveness:
The report presents useful data regarding the most important topics related with sustainability. Also, it provides information to stakeholders about its main commitments and activities. Because of this, the company has defined a Sustainability Model which allows it to pinpoint strategic Corporate Social Responsibility priorities. It is based on fundamental principles which represent the foundation and grounds for business in three main activities. These will allow
matters that stress on innovation and competitiveness.
Business Activities: Concrete
Environmental Activities: Important topics to contribute on the protecting and keeping the environment.
Social Activities: Relevant affairs which create community opportunities and development. As an innovation process, in this third edition, the company conducted
a Materiality Study. This study based on surveys to know the expectations from different audience. It followed a process to identify, prioritize, validate and review the most relevant subjects to communicate on the aforementioned report. With ends on being congruent with its philosophy and efficient resource usage, Bridgestone Mexico developed its 2013 - 2014 Sustainability Report on a digital basis, which can be consulted at: —
www.informebridgestone.com
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On this, it follows the principles and contents set by the Global Reporting Initiative (GRI) on its G4 version.
MÉXICO
“Llantatón” Collecting Center receives waste tires from communities in Morelos state.
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Waste tires disposal program in Mexico
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As part of the International Recycling Day, celebrated in May, the Ministry of Sustainable Development in coordination with Bridgestone Mexico and the Secretary of Health, conducted the second edition of the “Llantatón” program. This is an initiative in which the general population in the state is invited to deliver their waste tires to collection centers. These were set in Plaza Cedros CIVAC and Auditorio Teopanzolco. The 2015 Llantatón aims to avoid polluting the environment, raise awareness in the citizens, coordinate with authorities to ease the collecting, storage and erase disease sources affecting citizens in general. This also intends to achieve a better usage of resources. Bridgestone, through its Environment, Health and Safety department started working in
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2013 to deliver a solution to the waste disposal. With Llantatón the goal is to provide a final end to waste tires considering three aspects:
Co-processing: A different fuel for cement kilns. Recycling: Asphalt production for low traffic roads and water sealant.
Reuse: Furniture, handcrafts and several other products (pots, games, sandals, synthetic grass stuffing, among other) manufacturing.
Official NFL tire in Mexico Daniel Benvenuti, President for Bridgestone Latin America North, and Eduardo Ochoa, Consumer Sales Director, accompanied by Antonio Olivé, NFL Mexico President, announced the season kickoff before special guests and the media.
As Official NFL Sponsor, Bridgestone highlights its leadership in the industry and its commitment with the sport through its partnership with the NFL, including the 32 contending teams and the various trademark
properties such as Pro Bowl, Super Bowl, Kickoff, International Series, among others. Among the activities to delight its clients and fans, Bridgestone has developed various activities to interact and award its followers, through the website www.bridgestone.com.mx/nfl as well as through the Facebook fan site: Brigtestone Mexico and Twitter account @Bridgestone_MX. Also, it will present several promotions with allied sponsors to take fans to season matches and premium double trips for the 50th Super Bowl.
Daniel Benvenuti, President for Bridgestone Latin America North and Antonio Olivé, President for NFL México, made the official partnership as the “Official NFL tire in Mexico”, and had the season kickoff.
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Event was combined with the first match in the season’s broadcast; Pittsburg Steelers vs. New England Patriots. This marketing strategy brought by Bridgestone and NFL aims to reinforce the brand positioning; and for football fans and their clients to highlight the values sought both in the products as in their favorite teams; values such as excellence, endurance and good performance.
MÉXICO
Promoting road safety and child creativity Bridgestone successfully concluded the activities in its Piensa Antes de Conducir (Think Before Driving) Kids campaign; this promotes road safety advice for boys and girls through a fun and interactive workshop. On it, two actors are part, a crash test dummy and a scientist. They recreate situations that could cause accidents if the safety advice is not followed.
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The company held 60 educational workshops in 58 government elementary schools in Mexico City and its surroundings; thus, delivering road safety advice to more than 15,800 students ages 6 to 12. Also, the second
drawing contest Piensa Antes de Conducir Kids came to an end. It received 2,567 contesting drawings. These were evaluated by a jury to determine who would be the winners. “The educational workshops we hold in schools intend to explain to kids how to behave when they are on board a car, as well as know which are the main safety rules,
advice and road information that they must practice” assured Amelia Vives, Corporate Communications and Social Responsibility Manager for Bridgestone Mexico. “With these activities we get children to learn, deliver the message to their parents and in some future become responsible drivers” pointed out Vives.
Kids who won the 2nd Bridgestone Drawing Contest. They show their Works and receive prizes in Mexico’s headquarters.
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Steve Elias, Chairman for the North American Freestyle Football Federation, and Esteban Hernández, National Freestyle Football Champion, showing kids and teenagers the best freestyle football techniques.
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Freestyle Football Volunteering
The event took place at Parque Uno in Santa Cruz Meyehualco, Iztapalapa district. It was given by Steve Elias, President for the Northamerican Freestyle Football Federation and Esteban “El Pantera” Hernandez, Mexican and North American Freestyle Football Champion. The Street Soccer Mexico organization was in charge of coordinating the benefited population. It also engaged
the volunteers with 60 girls and boys. Besides from learning about Freestyle football, they received advice for a healthy interaction. Sports are a powerful tool to help kids to focus their minds in positive situations. This was exactly what the company sought through the freestyle football clinic. The 27 volunteers learned from the experts and later shared their knowledge with kids and teenagers.
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Bridgestone México through its volunteering team and Mexican Red Cross, held a Freestyle Football clinic for boys and girls aiming to promote nonviolence and values through the sport, also to help in creating friendly positive relationships.
MÉXICO
Visit to Jalisco Stadium, “Club Atlas” on June 2015.
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Visits to domestic football teams
CONEXIÓN LATINA
Having in mind father’s day, Bridgestone Mexico took domestic football teams fans for: Monarcas, Santos and Atlas to know the inside of their stadiums. In a family tour, girls and boys, teenagers, mothers and fathers had access to privileged areas in the facilities. All thanks to the sponsoring agreements between the company and the teams. For the company it is important to reward its client’s loyalty and promote recreational activities where families can enjoy values that the company shares with football. Therefore, these types of activities are conducted. We aim to reach fans from all ages to
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keep promoting sports through a grand gathering at the stadiums. The mechanics to take part in the visit to the stadiums was done through direct invitation to people at Bridgestone Service Centers in the city and its clients, as well as, promotions in local media and social networks. The partakers were informed about outstanding facts about their teams, oddities, and stories related to the corresponding Stadiums.
First ecoplayground in Mexico Bridgestone’s volunteers performed the construction of the first eco-park in Mexico. This was developed using waste tires, aiming to enable enjoyable spaces and contributing to the environment.
Bridgestone Promoters explain to freight men the importance in following the three key safety advice.
“Seguro Llegas” (Get There Safely) campaign starts 20
In a second phase, in May, the park furnishing was completed. This was done by creating environmental playground furniture. It required 103 waste tires and 22 volunteers’ labor. The volunteers created special playground furniture and planters for visitor’s delight.
Bridgestone started the activities in its Seguro Llegas (Get There Safely) campaign. These were focused in delivering road safety information and advice in order to prevent truck driver accidents. The campaign is based in three key advices: 1) the driver must not drive while tired; 2) vehicle maintenance; and 3) tire inspection. With this campaign, Bridgestone Mexico seeks to get closer to the Mexican Freight population through practical advice useful for their comfort and safety while driving. Being this the first company to launch a campaign for accident prevention targeted to freight men. Seguro Llegas campaign is approved by National Prevention for Traffic Accidents (CONAPRA). The first round was conducted in partnership with the FEMSA Ciel Santa Maria fleet during the health and safety week. It was attended by 105 freight men. The round consisted in raising drivers’ awareness about the three key messages aforementioned. Also, an opinion survey and tracking related to road safety and transport training was conducted. Finally information brochures and CDs with music and the campaign’s advice were handed out. In Bridgestone the Seguro Llegas campaign development continues through information visits with more than 20 fleets across the country. This includes cities such as Monterrey, Guadalajara and Pachuca among others.
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CONEXIÓN LATINA
The ecological playground furniture was built in collaboration with Cuernavaca’s local government in the State of Morelos. They were built within Alvaro Obregon Public Park located in downtown. This is the same park that had been totally recovered by Bridgestone and the local government at the end of 2014.
VENEZUELA
Children’s Day celebration Bridgestone Firestone Venezuelan benefited more than 300 young ones as part of Children’s Day festivities. This was done with several leisure activities arranged by the Social Responsibility Department. Volunteer staff from the company joined by counselors and body painters visited three institutions in the region to offer an enjoyable moment with the young ones. They additionally enjoyed a delicious breakfast, snacks, dancing and activities which included breaking a piñata. Among the visited places Instituto de Educación Especial Estatal Valencia (in Fundación Mendoza
town), Escuela Estadal Bolivariana Juan José Rondón (in La Quizanda) and Casa de Dios San Juan Bautista, del Dividendo Voluntario para a Comunidad (in Guacará municipality) were included. Bridgestone Firestone Venezolana shows its commitment with the future by actively engaging in the development of the youngest in the country and therefore gives them enjoyable and healthy leisure moments.
CONEXIÓN LATINA
20
Volunteers and students from Instituto de Educación Especial Estatal Valencia
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New environmental brigade members beside Bridgestone volunteers.
New junior environmental brigades are formed
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During four working sessions led by trained company staff, kids from third, fourth and fifth grade learned about environment and pollution concepts. In addition, they understood the importance in recycling and waste sorting. They learned techniques to sort different materials and tell out which could be reused. In the learning process, fun activities were implemented as well as videos which sparked kids’ interest in the topic. Once the activity came to an end, the partakers in the
program received their certificate as environmental brigade members. This was done in a graduation event in which a cap, a ball and a drinking cup were awarded for their effort during the program. As part of the Earth Day celebration, Bridgestone Firestone Venezolana C.A. set an agreement with Escuela Estadal Bolivariana Juan José Rendon to offer theoretical and practical training to dozens of students as environmental brigades.
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CONEXIÓN LATINA
As part of the Earth Day celebration, Bridgestone Firestone Venezuelan set an agreement with Escuela Estadal Bolivariana, Juan José Rendon to offer theoretical and practical training to dozens of students as environmental brigades.
VENEZUELA
Basketball clinic along wit “Trotamundos de Carabob As part of the 61st Bridgestone Firestone Venezuelananniversary, a moving event was conducted at the Club Firestone gym. There more than 150 kids received an insightful basketball class imparted by the Carabobo, Trotamundos team. Employees’ children, students from Escuela de Baloncesto Infantil Anibal Sanchez and Escuela Estadal Bolivariana Juan Jose Rendón took part of this activity.
CONEXIÓN LATINA
20
During the event they learned basic dribbling and passing skills; they even had a demonstration on how to make a slam dunk. The event ended with a long round of contests, prizes, pictures, autographs and gifts for those attending.
Pneu inservível e produto final.
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th the regional leader bo” Trotamundos de Carabobo team in the company of kids.
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Note: BASKETBALL CLINIC
To minimize the environmental impact created by waste tires, Bridgestone Firestone Venezuelan set a partnership with Ecogomas, a company dedicated to grinding and granulation rubber. They latter transform them into rugs, gym floor, synthetic grass, pipe coating, cement aggregates, safety floor, colored tiles, among other products. It is the first company from this industry to implement this environment friendly mechanism to recover rubber
nationwide. Until now, more than six thousand units have been added to the rubber transformation process. Once these are processed they will be used in rugs. Among future plans with this new recycling system, and as part of the social responsibility strategies in the company, it is expected to be able to build playgrounds to benefit hundreds of kids from low income communities in Venezuela.
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CONEXIÓN LATINA
Tire recycling contributes to new products manufacturing
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VENEZUELA
URUGUAY
PERU
257
120
96
935
1000
PARAGUAY
67
452
MEXICO
576
VOCE
ECUADOR
TONE OF
COSTA RICA
500
477
GENERAL
COLOMBIA
$ 6,000,000
65
1500
CHILE
$ 10,000,000
24
USD PER COUNTRY
BOLIVIA
$ 12,000,000
1693
PRESS RELEASES
1383
870,217
BRAZIL
304 K
516 K
175 K
PEOPLE SCOPE
ARGENTINA
VENEZUELA
URUGUAY
PERU
PARAGUAY
1.2 MD
106 K
1.1 MD
821 K
90 K
20
MEXICO
ECUADOR
COSTA RICA
COLOMBIA
CHILE
$0
4K
$ 2,000,000
13.3 MD
$ 14,000,000
BOLIVIA
$ 4,000,000
2.0 MD
$ 16,000,000
BRAZIL
ARGENTINA
CONEXIÓN LATINA
PUBLICITY REGIONAL RESULTS
+ 4,596 = 973 – 124
INTERVIEWS
138
MEDIA STORIES P/C
2,500
2000
$ 8,000,000
$0
PUBLICITY
Jan-Sep 2015 RESULTS BY TOPIC AD VALUE $19.7 MD (ENE-SEP 2015)
NUMBER OF PUBLICATIONS
6.8 MD
$ 8,000,000
$ 7,000,000
1633 $ 6,000,000
2000
1809
1800
5.3 MD
USD
1600 1400
$ 5,000,000
2.6 MD
1200
56
$0 CORPORATE GLOBAL
CORPORATE REGIONAL BATOLA
COPA BRIDGESTONE LIBERTADORES
BRIDGESTONE AMERICAS GOLF CUP
FRIENDLY STADIUMS (SOCCER)
136
186
172
400 K
345
310 K
$1,000,000
600
438 K
449
800
329 K
$ 2,000,000
2.3 MD
734
153 K
$ 3,000,000
1000
947.918
$ 4,000,000
173
400 200 0
MARKETING BBTS
ENVIRONMENT
TIRE SAFETY
VOLUNTARING
COMMUNITY SUPPORT
20
BREAKDOWN BY TYPE OF MEDIA
PRESS MAGAZINE RADIO TV
4621 698 227 CONEXIÓN LATINA
WEB
81 66 —CCR— 39
CONEXIÓN LATINA 20