Keeping Teens Safe on the Road
In 2014, fewer than 5 states included recommended tire safety language in their state training materials for new drivers.
Michelin, in partnership with the Fédération Internationale de l’Automobile (FIA) launched Beyond the Driving Test an innovative safety education campaign which teaches teen drivers essential tire safety skills like gauging tire pressure and checking tread depth to keep them safe on the road. Michelin's goal was to get all 50 states by 2020 to commit to include questions about teen driving safety in their training materials.
Michelin turned to the creative team at YCP to help them create an innovative communications campaign to get the word out to states, driving safety instructors, teens, and their parents that tire safety is critical to saving lives. After hearing about this campaign's mission, we were thrilled to play a part.