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CONEXION LATINA XI ME
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SUMMARY
EDITORIAL Corporate Public Relations Consumer Marketing
LATINOAMÉRICA Amazing inaugural event of Bridgestone America’s Golf Cup in Argentina 6/7
Bridgestone hosted successful 2015 Draw in Paraguay 8/9
Supporting communities 14
Environmental education program in public schools 21
An award to solidarity 15
BRAZIL
CHILE
Successful 2014 Bridgestone Soccer Year 16/17
Volunteer Day 22/23
ARGENTINA
COLOMBIA
ExpoTransporte: The Annual Truck Exhibition 10/11
Relevant recognition to Bridgestone Business School 12
Launch of 1st Think Before You Drive Video Contest in Brazil 18
“Drivers for Life” Roads safety campaign in Colombia. 24
Bridgestone announces new leadership in Brazil 19
Tire Pressure Program in Pereira city 25
First Eco- Playground in Brazil 20
“Tractomulas” Grand Prix 25
Celebrating International Volunteer Day 13
Staff
BSAR Liliana Nasiff Ma. Luz Herrera
BSBR Josiene M. de Santana
BSCO Pamela Alarcón
BSCR Ana María Arce
BSMX Amelia Vives
BSVZ Mayela Carta Jasergui González Daniella Vera
CCR Corporate Public Relations Consumer Marketing Media Outreach
CSR Environment Road Safety Community Support
ECUADOR Think Before You Drive now in Quito Carcelén city 26
Bridgestone Rewards Card for Women 33
Bridgestone Travel Insurance 27
MEXICO
COSTA RICA
GREEN CAMPAIGN: We know the importance of leaving trace 34
Bridgestone granted by the Chamber of Industries 28
“COMING SAFELY” The new road safety campaign to carriers in Mexico 35
6th Think Before You Drive Scholars Contest 42
1st Kids Drawing Contest in road safety 43 WOMEN CAMPAIGN: Encounter with bloggers 44 2nd Race Walk – The power in your feet 45
VENEZUELA
President of Costa Rica kicks off Bridgestone’s biomass boiler 29
Enhancing environmental commitment 36
94% solid growth as Great Place to Work 30
5th Consecutive Year as Superbrand in Mexico 37
Back to school activities 47
Bridgestone certified in the INTECO Norm in Social Responsibility 31
Mexican Golf Open and Bridestone America’s Golf Cup 38/39
Celebrating the World Day of the Beach 48
Bus stops made of scrap tires 32
Public Park’s Rehabilitation in Mexico 40/41
Bridgestone committed with children 49
Toys donation in Carabobo 46
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EDITORIAL
Editorial
Welcome! At Bridgestone Latin America Tire Division (BATO LA), we are pleased to share the 18th edition of Conexion Latina Newsletter. This volume includes activities over an extraordinary end of 2014 in the Latin America markets, following regional programs and objectives in areas of communication, marketing and corporate activities that support our goal of being a truly global company and achieve “Dan -Totsu “.
At the Corporate Communications and Social Responsibility Leadership Team, we look forward to a continued success, working hard under the objective set in 2015 Global Group Slogan. . . Work towards our Goal of “Dan-Totsu” through Communication, Teamwork & Bottom-up.
Cordially, Committed to the impression that we want to generate in the Bridgestone Group addressed to “support the lives of individuals”, in this publication you will know the most important initiatives in LATAM, aimed at promoting coexistence with local communities on environmental, road safety programs as well as in corporate volunteer, among others.
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Regional Team Corporate Communications & Social Responsibility Bridgestone Latin America Tire Division, BATO LA
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Publicity Cobertura de prensa por tema
Regional Results 2014
USD Media Stories
252,826,002
People Scope
AD VALUE $18.2 MD
General Tone of Voice
$ 5,000,000
$1,2MD
$27,000
43
26
$126,000
$318,000
500
1110
0 CSR Community Support
82
MKT Consumer ( BS Libertadores )
120
WEB
Corporate Local News
Corporate Global News
$0
PRESS
CSR Volunteering Program
394
RADIO
147
$ 1,000,000
TV
$9,000
MAGAZINE
1,000
8
$ 2,000,000
1,500
574
Desgloce por tipo de medio
$873,000
$ 3,000,000
2,000
1254
$3,9MD
$ 4,000,000
2,500
CSR Tire Safety
118
3,000
MKT Consumer ( Time to Perform )
Interviews
$ 6,000,000
$274,000
53 427
109
Negative News –
Press Releases
3,500
CSR Environment
$ 7,000,000
362
916
MKT BBTS ( General Information )
4,991
Neutral News =
$5,4MD
Positive News +
1995
9458
Media Stories by Country 4500
$ 9,000,000
4000
$9,4 MD
$ 10,000,000
3500
$ 7,000,000
Venezuela
308
718 Uruguay
132 Peru
81 Ecuador
Costa Rica
Argentina
Venezuela
Colombia
85
500
749
511
1000
Chile
$ 344,000
$ 1,8 MD
1500
$0 Uruguay
$86,000 Peru
$ 105,000
$ 1,8 MD Mexico
Costa Rica
Colombia
Chile
Brazil
Argentina
$0
Ecuador
$ 1,1 MD
$ 1,000,000
$ 936,000
$ 458,000
$ 2,000,000
$ 2,0 MD
$ 3,000,000
2000
1762
2500
$ 5,000,000 $ 4,000,000
2680
3000
$ 6,000,000
Brazil
$ 8,000,000
SERIES 1
4138
SERIES 1
Mexico
Ad Value by Country
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LATINOAMERICA
Amazing inaugural event of Bridgestone America’s Golf Cup in Argentina Bridgestone became Title Sponsor of the America’s Cup Golf with the inaugural event held October 20 to 26 at Olivos Golf Club in Buenos Aires, Argentina.
Through its title sponsorship in the America’s Golf Cup, Bridgestone is reinforcing its commitment to sports and renowned events at a global level. Bridgestone has strong ties to the golf community as the Official Tire of the PGA TOUR. The company also serves as the title sponsor of the Copa Bridgestone Libertadores, South America’s premier international club soccer tournament.
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At the award ceremony of the Bridgestone America’s Golf cup, there were present Lisandro Borges, CEO of America’s Golf Cup; Jack Warfield, President of PGA TOUR Latinoamerica; Alfonso Zendejas, President of Bridgestone Argentina, and James Nicholson, President of Olivos Golf Club. “The Bridgestone America’s Cup Golf has allowed the company to show its mission and commitment for ‘serving
society with superior quality’. During the weekend, players were able to comprise Bridgestone’s high quality products, superior performance and leading technology in the golf course,” said Alfonso Zendejas. The Bridgestone America’s Golf Cup was declared of national interest by the General Secretariat of the Presidency of Argentina due to its significance and importance in the country.
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LATINOAMERICA
Bridgestone hosted successful 2015 Draw in Paraguay Bridgestone Latin America (BATO LA) hosted the draw in Luque City, Asunción, Paraguay, in support of its title sponsorship of the Copa Libertadores which was held at the Convention Center of the South American Football Confederation (CONMEBOL). This is the third consecutive year BATO LA has served as the title sponsor for the Copa Bridgestone Libertadores,
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the biggest soccer tournament in South America and Mexico. To celebrate in an innovative way, the company coordinated for first time the “Red Carpet” to parade the most prominent figures of the Libertadores.
llion social media impressions and was picked up by more than 100 international media outlets. In addition, the hashtag for the event, #SorteoCopaBridgestone, became a worldwide trend topic on Twitter.
The draw was live streamed online and social media networks in South America markets. The red carpet event generated more than 10 mi-
“In our third year as title sponsor of the Bridgestone Libertadores Cup, we are strengthening our commitment to the football in Latin Ameri-
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can. It is through the new experience of the Red Carpet that we want to bring such amazing draw to our followers in social networks,” said Matias Borges, Executive Director, Sales and Marketing Consumer at Bridgestone Latin America. “It is the first of several activities and contests that we will launch during 2015 season, offering unique experiences to all football fans across the region.”
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In 2015 season, Bridgestone will continue to implement a series of successful football related activities such as the Repor ter Contest, Bridgestone Freestyle Cup, Bridgestone Amateur Football Tournament, as well as sweepstakes and promotions in social media, between other initiatives around the Copa Bridgestone Libertadores.
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For more information visit: http://www.BridgestoneLA.com http://www.BridgestoneLibertadores.com http://www.BridgestoneFutbol.com — Facebook: Bridgestone Latinoamerica Twitter: @BridgestoneLA
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ARGENTINA
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ExpoTransporte: The Annual Truck Exhibition Bridgestone brand was present at the most prestigious event in the transport industry.
Bridgestone Argentina exhibited the wide lineup of Bridgestone and Bandag products and services for carriers, through an innovative booth at the 10th Edition of Truck Exhibition (Expotransporte) in the country. About 25,000 visitors e xperienced Bandag new retread products, and participate in specialized trainings provided by Bridgestone Argentina
executives during the exhibition, to show the different tools and programs developed by Bridgestone, now available to customers in the transport field. Bridgestone’s participation at this annual event reported remarkable media coverage and positive impact of BBTS technologies and services.
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ARGENTINA
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Relevant recognition to Bridgestone Business School Bridgestone Argentina granted for its work in education.
Since its foundation, Bridgestone Business School in Argentina has trained over 3,400 students in superior education: Bachelor, Diploma, Superior Technical University, Production Processes Bachelor and Graduate Management Development, as such as the development of specific programs for its dealer’s network. More than 1.7 million man-hours of training were reached with the aim of adding value and motivating stu-
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dents, while increasing knowledge and generating new opportunities. Company was awarded during the “Great Night of Solidarity and Communication” in Argentina where awards in Corporate Social Responsibility were delivered in recognition of social contributions, its commitment and solidarity in the public opinion.
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Celebrating International Volunteer Day Bridgestone Argentina volunteers were hosted with a special dinner to celebrate the International Volunteer Day, including employees, end users, sponsors and dealers.
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“These activities in social responsibility wouldn’t have been possible without the support and good will of our volunteers. Their contribution has been essential to enhance and fulfill the mission of our founder: serve soci-
ety with superior quality,” said Alfonso Zendejas, President of Bridgestone Argentina during the toast.
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ARGENTINA
Supporting communities
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An award to solidarity The Argentinean Association of Marketing has granted Bridgestone Argentina with the prestigious Mercury Prize after its successful implementation and contribution through Solidarity Caravan.
Bridgestone Argentina celebrated the 5th Annual Solidarity Caravan to support communities.
More than ten tons of items were donated by volunteers of Bridgestone Argentina to different communities in Mendoza province. A total of 40 volunteers have supported this fifth annual event between teammates and customers. About 230 students from ‘La Junta’, ‘Carapacho’, ‘Cuesta de los Terneros’, ‘Monte Coman’ and ‘La Horqueta’ municipalities received Bridgestone donations including medicines, school articles, toys, shoes, clothes, food and home accessories.
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In order to proceed with goods’ delivery, volunteers traveled on 4x4 trucks due to difficult access in the benefited communities. Since the first edition of Bridgestone Solidarity Caravan, the company has contributed with more than 43 tons of donations and benefited more than 2,000 students, traveling over 20,000 kms.
A renowned jury of distinguished personalities in the marketing, communication, education and business fields in Argentina, was commissioned to evaluate and highlight Bridgestone’s good contribution in Corporate Social Responsibility in the category for large companies.
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BRASIL
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Successful 2014 Bridgestone Soccer Year Last December 2014, Bridgestone Brazil celebrated final events of its annual soccer tournament, to end classes at its three locations of Bridgestone Soccer Schools Santo AndrÊ, Campinas and Camaçari, with the participation of 96 children.
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Winners were awarded with medals and trophies. In celebration of Christmas season, children were also pleasantly surprised by Santa Claus, who delivered special gifts and toys. Bridgestone Brazil will continue with innovative activities within its outstanding program during 2015 soccer classes.
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BRASIL
Launch of 1st Think Before You Drive Video Contest in Brazil Bridgestone has launched since November 2014, its first Think Before You Drive Video Contest, promoting tire safety and road safety tips to encourage drivers, teens and children to acquire responsible attitudes. Participants are invited to send a video of 25-55 sec length, containing one of the five safety principles of “Think Before You Drive� global campaign, in three categories: children (07-12 aged) teens (13-17 aged) and above 18-yearl old drivers. Winners will be awarded with Apple Ipads. Registration is available until March 20, 2015, through http://bridgestonenotransito.com.br/inscrevase.php
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Participants are also needed to open a YouTube account and be a follower of Bridgestone Brazil social networks, as well as Sustainable Culture sites, organization which has partnered Bridgestone in the contest. Results and the winners will be announced on March 24, 2015. Video Contest is part of the Road Safety Campaign which was launched in Brazil in 2014. For more information about the contest guidelines, judging criteria and requirements for video production, visit http://bridgestonenotransito.com.br/concurso.php.
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Bridgestone announces new leadership in Brazil
Bridgestone conducted a press conference last November at its Santo AndrĂŠ manufacturing plant to introduce new President of Bridgestone Brazil, Mr. Fabio Fossen.
About nineteen journalists from relevant media in the country attended the event, including Valor, Exame Online, DiĂĄrio do Grande ABC, Autodata, Automotive Business, Modern Transportation, among others. During the press conference, BSBR President, Fabio Fossen spoke to re-
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porters and the goals that will lead the company. After the press conference, reporters were also invited to visit locations and a tour in the manufacturing process. Event was also attended by BSBR directors and executives.
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BRASIL
First EcoPlayground in Brazil
Bridgestone Brazil teammates at Campinas manufacturing plant have constructed the first eco-playground in order to provide a recreational space for children at the NAS Institution Core Social AssistĂŞncia. About 90 children have been benefited through such project. Park is opened since October inviting kids, families, institution employees and the community to enjoy the site and have a great time.
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Environmental education program in public schools Bridgestone Environmental Education Program has been implemented since November 2014 in ten public schools in Santo Andre and Maua cities. Program is aimed at promoting environmental education for children and t eens, encouraging their interest, responsibility and awareness on the importance of making a conscious water use and recycling. Bridgestone program is based on two courses about recycling and appropriate use of water, including the delivery of educational brochures and artistic pursuits. “It has been so rewarding to participate in this playful project which conveys values, responsibilities, rights and duties to our children,� said Luiz Fernando de Palma, General Manager of Corporate Affairs at Bridgestone Brazil.
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CHILE
Volunteer Day
Among the labor environment with a mix of games and happiness, Bridgestone Chile volunteers visited “Number 70 Planta Peladero� School located in Salamanca city. Visit was aimed at commemorating the International Volunteer Day, where Bridgestone teammates actively attended to implement supportive activities to reinstate school, such as painting classrooms and leisure areas in the school. Within the Christmas season, volunteers delivered gifts to children, making it an enriching experience to all.
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COLOMBIA
“Drivers for Life” Roads safety campaign in Colombia. Bridgestone Colombia committed with motorists’ safety, launched its program aimed at tire and roads safety to children and teens, titled “Drivers for Life” (Pilotos de Vida) Program introduces tips for a safe driving to teens in order to prevent traffic accidents, at the same time that the company also teach kids about how to avoid risky situations at home.
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Drivers for Life program was launched end of 2014. The company has conducted such program in twelve schools in Bogota city, reaching around 5,000 children and teens. In 2015, campaign will be extended to other cities gradually. Campaign interaction includes Max Nitro y Johnny Llantas, who are two main performers responsible for visit-
ing schools and providing road safety messages through funny and interesting talks.
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Tire Pressure Program in Pereira city
“Tractomulas” Grand Prix
In September, visitors at Hipermercado Homecenter Service Center located in Pereira city were able to experience activities implemented towards Bridgestone’s global campaign, Think Before You Drive, which is aimed at raising awareness in motorists to identify the factors that can cause serious or fatal accidents. Participants received information of the four safety tips promoted by Bridgestone, in addition to receiving the Safety Kit which includes helpful tools to measure tire pressure and tread wear.
Bridgestone participated at the Tractomulas Grand Prix, main event in the transport field that takes place every year in Colombia at Tocancipá Racetrack in Cundinamarca city. Event was attended by Bridgestone executives and sales and marketing managers.
Pictured from left to right: Augusto Mora, Jorge Gamboa, Santiago Sepúlveda, Ciro Castañeda, la modelo Linda Peña, Diego Corredor y Pamela Alarcón.
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ECUADOR
Think Before You Drive now in Quito CarcelĂŠn city Think Before You Drive campaign was also present at Llanticentro L&M Service Center located in CarcelĂŠn de Quito city, program which is aimed at raising awareness
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in motorists to identify the factors that can cause serious or fatal accidents.
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Bridgestone Travel Insurance In December 2014, Bridgestone invited users and motorists to visit Bridgestone Service Centers in Ecuador to receive free tire checks before starting vacation rides and receive safety information to ensure a pleasant trip.
For customer interested in changing tire, Bridgestone introduced its super promotion. In the purchase of 4 tires PSR or LTR, customers received Bridgestone Safety Kit, including a briefcase with useful tools, flashlight, first aid kit and fire extinguisher cones.
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COSTA RICA
Bridgestone granted by the Chamber of Industries Awards promote excellence and the continuous improvement model.
During the seventeenth edition of Excellence Awards presented by the Chamber of Industries of Costa Rica (ICRC), Bridgestone received four awards based on its production processes and performance, financial settlement procedures, in addition to the improvement in solvent consumption management; in addition,
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as part of its corporate social responsibility program, the implementation of B-Happy program was also awarded based on the construction of playgrounds with waste tires. Excellence Awards seek to promote a model of excellence to enhance the continuous improvement of all organi-
zations for the country’s competitiveness and strengthen the industrial sector, while positioning Costa Rican companies to world-class best practices. In addition, as part of the award ceremony, Oscar Rodríguez, President of Bridgestone Costa Rica gave the “Lead in Excellence” conference.
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President of Costa Rica kicks off Bridgestone’s biomass boiler
About winning initiatives: – Performance improvement of Steelastic blade machines. Project was aimed at reducing costs in the blades used in Steelastic machines. The low yield obtained of the blades constant required the purchase of this supply in order to ensure the operation. Besides generating high costs, the situation affected production indicators, environment and quality, for an improvement was mandatory. – Lead-time billing stabilization. Project was implemented in Finance and Procurement department, looking to reduce the lead-time billing and improve efficiency and productivity in transactions. – Solvents consumption reduction. The solvent consumption is a relevant indicator in environment during the tire manufacturing process and in the use of raw materials in various production machines. Such performance has been measured according to a total consumption in milliliters of solvents, between the kilograms of a final tire. While reducing the use of such substances, the company is also reducing the environmental impacts by preventing pollution and CO2 emissions. – B-Happy Project. This initiative is part of Bridgestone Costa Rica actions to reduce the impact of the tire life-cycle and support the fight against dengue.
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Investment in boiler reduces up to 50% emissions of greenhouse gas and low consumption of fossil fuels plant by 55%. At a ceremony held at the end of 2014, Bridgestone Costa Rica officially opened one of the most important projects towards carbon neutrality progress, not only based on investment but in the positive impact in reducing greenhouse gas emissions and increasing energy efficiency in the plant. This technological innovation is saving up to 11,000 liters daily in bunker average. With this implementation the company will have a drop in CO2 emissions of up to 50%, while significantly reducing fuel investment. Opening ceremony was attended by Government authorities of the Costa Rican Republic, presided by President, Luis Guillermo Solis, who mentioned such achievement represents a satisfactory occasion as it reflects Bridgestone’s commitment in the country. President of Costa Rica also participated at the cutting ribbon ceremony, accompanied by Bridgestone Directors and the Minister of Environment. After the ceremony, guests were invited to visit the plant. During the official ceremony, Bridgestone Choir participated with a special and pleasant performance to the President and all participants.
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COSTA RICA
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94% solid growth as Great Place to Work
Bridgestone Costa Rica has been awarded over the years for its commitment to continuous improvement at all levels in the company. Such achievement has been possible if there is a consistent commitment of the teammates with the society. In 2014, it was implemented the third assessment of “Great Place to Work” to determine teammates satisfaction in the organizational climate, having achieved an outstanding result of 94% by Costa Rica manufacturing plant.
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Standards and methodologies followed in the GPTW process have allowed the company to be proud of results for they enhance employees’ trust and pride. During 2015, Bridgestone Latin America HR Division will share a consolidated report and rankings of subsidiaries across Latin America towards Great Place to Work assessment.
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Bridgestone certified in the INTECO Norm in Social Responsibility Bridgestone Costa Rica was granted with the INTE 350-101 certification, becoming the first manufacturing company nationwide that has achieved norm in compliance to the highest standards in social responsibility.
The gathering in-depth documents to meet certification needs, took Bridgestone Costa Rica an year and a half of hard work, despite having over 10 years of experience with the implementation of programs and strategies focused on sustainability. This achievement shows the result of making long systematic processes to ensure environmental, social developments and welfare. INTE 350 101 standard is certified by the Institute of Technical Standards of Costa Rica (INTECO), and it is derived from ISO26000, establishing guidelines in Social Responsibility by the International Organization for Standardization. It identifies a set of fundamental principles based on human rights, labor practices, environment, fair operating practices, the active community development and responsibility with consumers. Bridgestone Costa Rica has been working since past years on internal policies and programs in social re-
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sponsibility; however, while applying to this certification, it has also contributed to the standardization and alignment of all performed tasks. Among the programs and good practices implemented, there were company’s road safety campaigns, program in collecting waste and the alternative use of scrap tires, boosting volunteer programs, investments to reduce corporate footprint, being recognized as a Great Place to Work, the safety and occupational health and monitoring internal rules for a fair competition. Moving forward, the company is committed to maintain the certification, following an annual audit as part of the principle for continuous improvement which is essential in the company. Silvia Lara Povedano, Executive Director of the Business Association for Development (AED), an organization which facilitated
the process for Bridgestone to obtain the certification mentione: “This achievement represents a consolidated process over eight years of responsible management and sustainable enterprise. It is recognition to company’s commitment to economic, social and environmental system management and business strategy aligned to sustainability”.
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COSTA RICA ARGENTINA
Bus stops made of scrap tires
Due to the increase of dengue diseases since 2013, reaching record numbers with more than 57,000 people affected, Bridgestone Costa Rica has developed several programs and taken measures to create awareness to prevent dengue, while promoting alternative use of waste tires. The ´Manda la Parada´ program is a campaign that involves the development of bus stops with used tires; it provides a friendly twist to the en-
vironment with the aim of raising awareness and educating people about the importance of reuse and the proper management of waste materials. It also provides information about how to further eliminate breeding sites. In addition to the campaign, Bridgestone promotes other innovative ideas to reduce the impact of tires life cycle, such as the building of playgrounds for children through
the “B-Happy” program, with decorative parks and furniture design which have been successful in communities. The “B-Happy” program has been granted in previous year by the Management Area Community (AMCHAM) for the continued work in building playgrounds and recreation areas with waste tires. The company will plan the construction of eight stops in 2015 at the immediate communities in Costa Rica.
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Bridgestone Rewards Card for Women — Bridgestone Rewards Card for Women was available from October to December 2014. — Among rewards included medical examinations and $1000 USD gift cards.
In the past it was said that cars are a matter of men; however, women are currently interested and have greater knowledge of automotive trends, so that vehicles have become a cornerstone for mobility, freedom and their everyday comfort. With that in mind, Bridgestone Costa Rica developed its Bridgestone Card for Women, providing benefits such
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as discount in tires and automotive services of 15% at Bridgestone Service Centers, while being invited to participate in the draw of several prizes and three $1000 USD raffle gift cards.
more in automotive services. BS Rewards Card was provided at the first purchase, with the opportunity to be shared with family or friends. Bridgestone card displays a nice design through innovative tread patterns
To enter to the US$1,000 jackpot lottery, women had to complete five services, three mandatory to the purchase of Bridgestone tires, and two
To learn more about this program, visit official site www.chicabridgestone.com
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MEXICO
GREEN CAMPAIGN:
We know the importance of leaving trace Bridgestone Mexico launched end of 2014 its “Green Campaign” a new communications initiative with a motto “We know the importance of leaving trace”. The initiative aims to promote environmental care, disseminate ecological actions implemented by the company and generate environmental awareness among communities.
A constant concern of society, government and private initiative to find out solutions to protect the environment has been a big commitment. With that in mind, Bridgestone Corporation developed its long term environmental aspirations described in its Bridgestone’s Environmental Mission Statement, stipulating three worldwide objectives: to work in harmony with nature; value natural resources; and reduce CO2 emissions. In response, the Green Campaign of Bridgestone Mexico includes a variety of activities such as: • To strengthen knowledge of the environmental vision in the country. • To highlight the results of diverse programs such as the collection
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of used tires, CO2 reduction program, energy saving and social campaigns.
(38.67%); distributors, customers and consumers (30.67%); internal community (24%); and civil community (6.67%).
• To contribute to the rehabilitation of public spaces and reforestations, among others.
Through its Green Campaign the company will deploy efforts towards environmental benefits to the society, through a whole advertising plan in open TV, Discovery Channel broadcast, reports and articles in major newspapers and magazines as well as digital planning and billboards across the major cities, in addition to a program in public relations.
Daniel Benvenuti, President of Bridgestone Mexico was emphatic in stating that “Bridgestone is a company that cares and takes action in providing solutions that benefit the environment; in such sense, our Green Campaign seeks to inform society, businesses, government, among others groups, about the activities we are developing and so, join efforts.” According to the parameters as a Socially Responsible Company, title granted by the Mexican Center for Philanthropy (CEMEFI) during eight years, Bridgestone Mexico has scored an outstanding rating in the care and preservation of the environment with 90% in grade, with a benefit to environment
More information about Bridgestone Mexico’s Green Campaign is available online through www.bridgestone.com.mx/ dejandohuella
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“COMING SAFELY”
The new road safety campaign to carriers in Mexico Bridgestone Bandag Tire Solutions Division launched end of 2014, its new road safety campaign to the transport field in Mexico, titled “Coming safely”. Official launch was held in Mexico City with the participation of government representatives, industry members, media and brand distributors.
According to data from 2013 ‘WHO Report’ on global road safety, every year 1.24 million people die in the highways worldwide. Same study also found that road traffic injuries are the eighth leading cause of death worldwide. Current trends indicate that unless urgent measures are taken, traffic accidents in 2030 will become the fifth leading cause of death worldwide. Aware of such dangers that are exposed to carriers, Bridgestone has created this campaign, supported by the National Council for the Prevention of Accidents (CONAPRA). The “Coming safely” initiative identifies that accidents can be prevented if three controllable factors are taken into account: 1. Human Factor: carriers fatigue is a major cause of accidents as it generates problems to view approach, making unintended lane changes and irritability, which in consequence drivers reduced their reaction senses and have less ability to make immediate decisions and not keeping proper distances. 2. Maintenance: the basic rule states that a driver must consider at least four indicators which show that
the truck is in optimum condition for taking the highway: brakes, lights, steering and suspension. 3. Check tires: tire grip increases safety on the road, so before to jump-start the engine it is essential to measure and calibrate tire pressure, check wear and the general condition of the tires as it will provide stability and control to the truck, less fatigue in tires, optimum performance on wet roads and reduced braking distance. “Bridgestone’s extensive experience in the automotive industry and direct contact with thousands of carriers allowed us to understand that road
accidents are due to mechanical failures, not only human factor weighs heavily, so our campaign ´Coming safely”, is focused on preventive aspects in both cases. Official studies indicate that 90% of accidents can be prevented if road safety measures are taken,” said Alejandro Cortes, Commercial Director of Bridgestone Bandag Tire Solutions Division (BBTS) of Bridgestone Mexico. Campaign will remain permanently to inform carriers about the above mentioned tips, through an advertising plan, including on-track testing, activations in tollbooths, and other specialized trainings to fleets in the sector.
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MEXICO
Enhancing environmental commitment Bridgestone participated at the Annual Expo-Congress of the National Association of Dealers and Retread Plants in Mexico (ANDELLAC) held in Cancun, Quintana Roo State.
It is the biggest event of the tire industry and automotive parts manufacturers, aimed at presenting the latest developments and innovations in the market, in addition to learn of new projects and commitments reached in the automotive and transport industries.
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During its participation, Bridgestone Mexico added a sustainable approach to its booth highlighting company’s eco products, such as promoting Ecopia tires for passenger and trucks, and FuelTech, which is the most efficient solution in fuel saving in Bandag’s retread products.
“Bridgestone is working hard around sustainability, creating Ecopia products that provide excellent grip, reduce noise and fuel consumption. We are also focusing our production towards the reduction, recycling and reuse of water consumption by implementing a variety of programs,” said Daniel Benvenuti, President of Bridgestone Mexico.
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5th Consecutive Year as Superbrand in Mexico Bridgestone México recibió por quinto año consecutivo el distintivo Superbrands que reconoce a las marcas de mayor prestigio en México para el periodo 2014-2015.
Bridgestone Mexico received for fifth consecutive year the Superbrand badge which recognizes the most prestigious brands in Mexico during 2014-2015. As every year, the Mexican Board of Trade made by outstanding personalities from the world of Marketing, evaluated the participation of a thousand marks using the following criteria: 1) longevity 2) presence in the market 3) consumers’ loyalty.
“We are honored to receive this award for fifth consecutive year. Distinction enhances our commitment to continue providing products of excellent quality and contribute to society, at the same time we are grateful for our consumers’ confidence and loyalty,”
In addition to exhibiting eco-products, Bridgestone also introduced its line of Bridgestone Golf products and innovative accessories, at the same time it hosted the annual Golf Tournament at the ANDELLAC Congress.
said Amelia Vives, Manager of Corporate Relations and Social Responsibility, upon receiving the recognition. Bridgestone Mexico has been recognized for its excellence in diverse activities in consumer and commercial fields, through marketing campaigns and social programs. Bridgestone is positioned as an integral brand, committed to encouraging social responsibility and carry out practices and programs in various areas to help improve Mexicans’ quality of life. More information is available through Trademark Superbrand 2014-2015: http://www.superbrands. mx/vol7/contenido/22-23.pdf
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Mexican Golf Open and Bridestone America’s Golf Cup
Bridgestone participated at the Mexican Golf Open taking place at the Chapultepec Golf Course in Mexico City.
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The competition was fierce and players struggled to achieve their best shots during the final. With a total of 271 strokes, Oscar Alvarez from Colombia, claimed victory; followed by Argentine, Nelson Ledesma in second place, and finally, third place was shared by American, Brad Hopfinger and Brazilian Alexandre Rocha, who accumulated 274 strokes. Eduardo Ochoa, Consumer Sales and Marketing Director for Bridgestone Mexico said during the tournament, “Bridgestone has reported an outstanding participation in such important tournament in Mexico, while showing our products’ performance and the awesome participation of Manuel Inman, Estanislao Guerrero and Mauricio Azcue, Bridgestone Golf
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players, to whom I congratulate for today’s great performance.” Bridgestone Golf was present at the Hospitality Zone attended by sponsored players, media and Bridgestone’s special guests. Thanks to the excellent results achieved by Mauricio Azcue and Estanislao Guerrero, they were ranked to participate at the inaugural event of the Bridgestone America’s Golf Cup competing head to head with stars like Angel Cabrera at the Olivos Golf Club in Buenos Aires, Argentina last October. Mexican couple Mauricio Azcue and Roberto Diaz, sponsored by Bridgestone Golf, finalized in the top ten of the tournament, achieving 253 (-31) positioning in sixth place.
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Public Park’s Rehabilitation in Mexico
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Bridgestone Mexico in collaboration with Cuernavaca Municipality have reinstated the Alvaro Obregon Public Park, located in historic downtown in Morelos State, near to the River Walk ‘Alfonso Sandoval Camuñas’ in Amanalco gully.
Park’s rehabilitation was possible thanks to the participation and teamwork of the Ministries of Urban Infrastructure, Public Labor and Municipal Services, and the Secretariat of Sustainable Development of Cuernavaca Municipality. Program was carried out under the coordination of the Office in Conservation, Forests and Protected Areas, in collaboration with 120 volunteers of Bridgestone Mexico who spent 540 hours in total volunteering during three consecutive weekends. Rehabilitation activities were based on pruning and tree thinning replacement; general cleanliness (hauling rubble and garbage collection); supply and installation of vinyl paint on walls; landscaping design and sup-
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ply of plants for gardens; repair and installation of weep holes; supply and installation of doors blacksmith; construction of a retaining wall on terraces and stone walls; installation of park fountain pump; supply and installation of luminaires, and procedures relating to licenses. Daniel Benvenuti, President of Bridgestone of Mexico said during the opening ceremony that, “at Bridgestone Mexico, we are convinced that sustainability in business management is essential to the company and represents a key element aligned with our corporate philosophy of serving society with superior quality”. The executive also recognized the importance of contributing as individuals and as a company
in enabling such actions. He said that “through the recovery of such public spaces, Bridgestone promotes family living in the communities in which it operates, such as Cuernavaca, home of our tire manufacturing plant”. Project is aimed to promote enjoyment of citizens and visitors. It is expected that besides being a tourist spot in Cuernavaca, the Alvaro Obregon Public Park will receive approximately 1,200 people monthly, considering tours to the Amanalco gully with which it is connected. Funds for park’s rehabilitation were obtained from resources allocated by Bridgestone Mexico, as well as the inscriptions in the second race-walk held on October in Mexico City.
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6th Think Before You Drive Scholars Contest Bridgestone Mexico hosted a dinner to award winners of 6th Think Before You Drive Scholars Contest. The biggest prize for winners in each of three categories (video, poster and vine), it was a study trip abroad with all expenses paid, choosing schools between Toronto and Miami. Furthermore, winners received a HP tablet and a cash reward.
The competition is part of the ongoing Think before You Drive campaign which aims to raise awareness among teens on the importance to drive safely. “This is the sixth consecutive year in which young people from different universities in Mexico submit their creativity and ideas to promote road safety, one of our main actions in social responsibility,” said Amelia Vives, Manager, Corporate Relations and Social Responsibility of Bridgestone Mexico. “Results achieved every year
have motivated to continue developing such initiatives for the welfare of our society, on such occasion, providing advices and promoting activities to enhance teen’s safety across the country,” she said. Award ceremony was held on November 26 in Mexico City, where accompanied by their families and friends, winners enjoyed dinner and were recognized for their awesome participation.
For more information about the Think Before You Drive campaign, road safety activities and results, visit www.piensaantesdeconducir.com.mx
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1st Kids Drawing Contest in road safety Bridgestone has designed a program to encourage future drivers to follow safety guidelines and take them home, through the Think Before You Drive Kids’ Drawing Contest implemented in primary schools in Mexico city.
the vehicle; thus, they became our major broadcasters and sharp-eyed observant to their parents when driving,� said Amelia Vives, Manager of Corporate Relations and Social Responsibility of Bridgestone Mexico.
were evaluated by jury, composed of executives from Bridgestone and communication experts, graphic design, creativity, and representatives of Kids Emotion and Algarabia magazines.
Road safety is a key issue for Bridgestone to avoid traffic accidents as the leading cause of death in children aged 5-14 years. The company cares about promoting knowledge in traffic signs and rules, for it has implemented main driving safety measures, hence initiatives like Think Before You Drive Kids have arisen. Think Before You Drive Kids is an interactive show focused on road safety issues in primary schools since 2009. In 2014, children were invited to participate in the first drawing competition to show the lessons learned through this activity.
Award ceremony took place at Bridgestone headquarters. Contest achieved the participation of more than 2,400 drawings. 150 drawings
Winners were awarded with great prizes: laptops, tablets and cameras, in addition to drawing and entertainment special kits.
“Children are our future drivers for it is of paramount importance to implement effective actions so they can be aware of their responsibility aboard
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WOMEN CAMPAIGN:
Encounter with bloggers In response to the active participation of women in decision-making when purchasing tires, Bridgestone has continued with its campaign aimed at female audience. “The Bridgestone expert” has provided information about tires and road safety knowledge to women, supported by an advertising plan which includes spots on renowned radio program, special reports and articles in prestigious magazines and lifestyle, as well as strategies in social media. As part of public relations planning,
Bridgestone Mexico invited 25 bloggers and opinion leaders to participate at a meeting where company introduced results of Bridgestone’s women survey, which explain the current role of women in making decisions at home. One conclusion that emerges from brand survey refers to the lack of information about tires, since promotional or advertising messages are focused primarily to men. “Through this campaign, we want women receive accurate knowledge and information when purchasing
tires, since they usually have input provided from friends and relatives. Such is why Bridgestone wants to empower women, as they make final decision when purchasing tires”, said Raul Sanchez, Consumer Marketing and Advertising Manager of Bridgestone Mexico. Bridgestone aims to redefine a communication to women and make them ambassadors of “good management” and spokeswomen in road safety.
For more information about Bridgestone Women Campaign, visit http://www.bridgestone.com.mx Twitter — @bridgestone_mx; @expertoBS
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2nd Race Walk – The power in your feet Second race walk “The Power in Your Feet” was held at the Chapultepec Forest, emblematic park and lungs of the city of Mexico. Participating categories were named as tire brands, Turanza, Potenza, Dueler, Duravis and Ecopia, according to the age of participants (age 19 to over 50 years).
“At Bridgestone, we are pleased to carry out activities through which sport and healthy living is encouraged. Congratulations to all runners who have participated in our second event. This year, in addition to promote the health our participants, we want to contribute to the community in Cuernavaca where our manufacturing plant is located, allocating
funds that will serve to the rehabilitation of a public park in downtown. Within this action we reassure our commitment to the environment at the same time we promote the welfare of our communities,” said Eduardo Ochoa, Director of Sales and Marketing Division Consumption, Bridgestone Mexico.
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Toys donation in Carabobo
As part of Christmas celebration, Bridgestone Venezolana has once again enhanced its commitment to society making children smile while sharing great and thankful moments. The company has donated toys to children in needy communities in Carabobo state, during a two-day social activity. Dozens of children at Guacara municipality were sym-
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bolically sponsored by company employees, who bought gifts to celebrate together Christmas Eve. To deliver the gifts, Bridgestone volunteers visited communities accompanied by a group of performers commissioned to conduct games and raffles. The godchildren also enjoyed a tasty snack and funny dynamics with volunteers.
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Back to school activities
Bridgestone Venezuela celebrated back to school by donating hundreds of articles: pencils, erasers, sharpeners and rulers. Material was donated in several municipalities of Carabobo state: 500 kits for Voluntary Dividend for the Community (DVC); 300 kits for Soberano Derecho NGO; and 200 kits to Nueva Alianza community council.
Thanks to the collaboration of Bridgestone teammates and several institutions, the company also made it possible the gathering of more than 400 books, encyclopedias, dictionaries, novels, chronicles, among others, which were distributed in the Dividend for the Community (DVC), Salvavidas and Maria Auxiliadora group homes.
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Celebrating the World Day of the Beach Volunteers cleaned the coast of Venezuela
As part of its commitment to the ecosystem and in order to comply with Corporate Environmental Mission, volunteers of Bridgestone Venezolana conducted a cleanup day on the shores of Carabobo and Anzoategui states, under the World Day of the Beach. Teammates, families and personnel of Bridgestone Authorized Service Centers attended the social activity to fill doz-
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ens of bags of solid waste and counteract the pollution generated by visitors, enhancing the proper disposal of waste. The activity took place at Patanemo Bay, Carabobo State, where more than 100 volunteers picked up trash and sorted by category: plastic, glass, metal and cardboard. A second group of volunteers attended same activity at Lido Beach, in Anzoategui State.
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Bridgestone committed with children
Over 300 children enjoyed a 2014 Holiday season.
An unforgettable holiday season was coordinated by Bridgestone Venezuela to children, while coordinating a complete program and funny activities during the vacation season.
addition to visits to entertainment park rides. Children were also invited to visit the a Leisure Center with swimming pools and slides water.
Children aged between 7 and 12 years attended three days of entertainment through funny activities that included a visit to the cinema to enjoy cartoon films, in
At the end of the program, kids visited Bridgestone Venezuela headquarters, and enjoy the sports facilities at the Firestone Club.
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