Pirelli supports tire safety tips for women

POMPANO BEACH, Fla. (June 1, 2015) — Pirelli Tire North America Inc. (PTNA) is teaming with a Florida-based content media group to promote a tire safety program designed specifically to reach female drivers.

The program, “Tires for Life,” takes the basics of consumer tire safety advice and presents them in a family-centric way designed to appeal more effectively to women, according to O2 Media Inc., the Pompano Beach-based media company.

Pirelli and O2 Media launched the campaign in mid-May ahead of the industry's National Tire Safety Week.

The campaign was anchored by an appearance on Lifetime Television's “The Balancing Act,” a daily premier magazine-style weekday morning show, by Maureen Kline, director of public affairs and sustainability, and Dori Seaman, who handles marketing and advertising for PTNA.

O2 Media describes “Balancing Act” as a show designed to “jump start” a woman's day by entertaining, educating and engaging her with the latest trends, innovations and advice from experts, on topics such as family and home, food and travel, fashion and beauty, fitness and health and career and kids.

In the five-minute tire-safety segment, Mesdames Kline and Seaman discussed proper tire inflation and tread depth measuring techniques. The segment aired May 25 and was scheduled to re-air on June 1.

O2 Media did not say what, if any, additional programming might be in the works.

The firm describes itself as a developer of brand-integrated content marketing and e-entertainment.

In business for more than 20 years, the company has created and produced more than 2,000 episodes including The Balancing Act and three other programs, Designing Spaces, Mission Makeover, and All Mixed Up.

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