Cooper to sponsor youth driver safety

FINDLAY, Ohio (May 4, 2016) — Cooper Tire & Rubber Co. is partnering with the National Organizations for Youth Safety (NOYS) to promote driver and tire safety among teens and young adults in a program dubbed “Tread Wisely.”

At the center of Tread Wisely is a cartoon tire character who delivers important safety information with a dose of humor and a positive, proactive approach designed to appeal to teens and young adults, Cooper said. The program will involve young people ages 15 to 25 in the process of educating and motivating their peers to take important safety measures.

Cooper is funding its participation in Tread Wisely through its philanthropic arm, Cooper Tire & Rubber Co. Foundation. The company did not disclose its financial commitment, other than to describe it as “major contribution.”

Cooper and NOYS announced their partnership in conjunction with May's Global Youth Traffic Safety Month, an initiative that brings together organizations around the world that seek to reduce risks for the youngest drivers on streets, roads and highways.

“NOYS is thrilled to work with Cooper on this critical issue through such a creative campaign,” said NOYS CEO Anita Boles. “Tire and driver safety messages are practical and powerful, with the potential for saving lives and reducing injury among those most at risk.

“We look forward to engaging youth and teaching them to ‘tread wisely' on the road.”

NOYS is a nonprofit that describes its mission as building partnerships that save lives, prevent injuries and promote safe lifestyles among youth while encouraging empowerment and leadership. Working with government agencies, corporations and nonprofit organizations, NOYS claims it reaches more than 11 million young people through dozens of youth organizations in the U.S. and around the globe.

“Insulated by tons of metal and glass, it's easy for young drivers to feel invincible behind the wheel,” said Cooper Chairman, CEO and President Roy Armes. “Motor vehicle crashes remain a leading cause of death for teens and young adults worldwide, and this must change.”

The Findlay-based tire maker said a survey of its employees worldwide showed overwhelming support for making this issue the the firm's No. 1 cause,

In its initial stages, “Tread Wisely” will focus on three key activities:

• Development and launch of an app targeted to deliver information and utility programs related to tire and driver safety to young people. The app is in development and is expected to be launched within the 2016-2017 school year. It will be made available in English and Spanish.

• Youth activation and Cooper employee volunteer efforts to be held at high schools and other venues will involve young people in promoting three tire safety basics: checking inflation pressure, assessing tread depth and checking the overall condition of tires. Challenges will engage youth in competitions to encourage peer-to-peer education surrounding messages about taking responsibility for personal safety as well as the safety of others.

• Cooper and NOYS will sponsor a “Tire and Driver Safety Pavilion” during National Teen Driver Safety Week, which begins Oct. 17, in Washington. The pavilion will be part of a NOYS Interactive Lab.

This event offers high school students a hands-on opportunity to learn about a variety of safety topics, including tire and driver safety, distracted driving prevention, sharing the road with commercial vehicles, etc. Students who participate will be encouraged to take what they've learned back to their peers, a process that will involve Cooper employee volunteers for support on site at schools.

More information is available at the Tread Wisely site. The program can also be followed on Facebook, Instagram and via Twitter. It also is available by searching for “Tread Wisely” on YouTube.

Cooper joins Bridgestone Americas, Michelin North America and Tire Rack Inc. as tire industry firms promoting teen driver safety.