AWARD: Winning PR Week’s “Best in CSR” Recognition

My team received PRWeek’s 2019 “Best in Corporate Social Responsibility” award for driving Michelin’s #StreetTread media campaign.

“Teens Prove Their #StreetTread,” has earned Michelin North America and agency partner Ketchum a PRWeek Award for “Best in Corporate Social Responsibility” at a ceremony held in New York on March 21. The award-winning program was an extension of Michelin’s longstanding cause, Beyond the Driving Test, created in 2014 to include consistent information about tire safety in training materials for new drivers.

“The fact that car crashes remain the No. 1 killer of our teens is a national tragedy,” said Joanie Martin, chief administrative officer for Michelin North America. “Many teens say they know the simple steps that make their tires safe, but too few are actually using this knowledge. It’s time to move our teen drivers from awareness to life-saving action.”

According to comments from one PRWeek judge, the program “spoke effectively to dual critical audiences: teens and their…parents.” 

Read the full article here: https://www.aftermarketnews.com/michelin-wins-best-in-corporate-social-responsibility-recognition-at-2019-prweek-awards/