Michelin: Teens Prove Their #StreetTread

Michelin, a tyre manufacturer, increased awareness of the importance of tyre maintenance among young people in the US by launching limited edition trainers that could only be acquired through tyre checks.

The Assignment (including Goals)

In 2014, Michelin identified a life-threatening problem. Improperly maintained tires were contributing to the number one cause of teen deaths in the U.S.: car accidents. A combination of primary and secondary research showed that neither parents nor driver's ed materials were set up to educate teens about this important topic. In response, Michelin launched its Beyond the Driving Test initiative, setting a goal of gaining commitments from all 50 U.S. states to include consistent information about tire safety in new driver training materials.

By summer of 2017, Michelin had secured commitments from all 50...

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