FINDLAY, Ohio — Tire safety isn't exactly front of mind with today's youth, so Cooper Tire & Rubber Co. is prodding them to "Pump It Up" in an awareness campaign aided by DoSomething.org.
Cooper's Pump It Up! campaign — which entices students and young adults with a chance at a $3,000 scholarship — is an extension of the tire maker's employee-driven Tread Wisely safety awareness initiative.
Students and young adults involved with DoSomething.org are encouraged to help spread the word about learning to check tire pressure, tread depth and overall tire conditions — moves that help them stay safe on roadways.
"We know that young people don't always prioritize tire safety, so we've designed this campaign to combine a significant topic in their world — saving money — with the important topic of tire safety" Anne Roman, Cooper's vice president of communications and public affairs said.
"Proper tire maintenance can save money in fuel costs and help increase the lifespan of tires."
Now through Sept. 30, DoSomething members can print tire safety flyers and place them under the windshield wipers of their friends' cars.
The flyers direct those receiving them to text "TIRE" to 38383 to receive information on tire safety and tire care, as well as learn more about opportunities to join the campaign.
Those who successfully complete the campaign requirements are entered to win a $3,000 scholarship.
DoSomething.org is a global non-profit organization with a goal of motivating young people to make positive change both online and offline through campaigns that make an impact. The organization was co-founded in 1993 by American actor Andrew Shue and Michael Sanchez, a childhood friend, to promote a culture of activism.