The “Lap of Love” campaign is Bridgestone EMEA’s push to boost child road safety, partnering with the UAE’s Roads and Transport Authority (RTA). It’s all about flipping the script on a common misconception: that holding a child on a parent’s lap in a vehicle is safe. Instead, it stresses the critical need for proper car seats and seatbelt use.
The campaign’s core message is emotional yet practical—love alone isn’t enough; kids need secure, correctly installed car seats to be protected on the road.
Jacques Fourie, Bridgestone’s AME Core Tire Business President, frames it as a redefinition of child safety, tying it to the company’s broader mission of sustainable mobility and future generations’ well-being, part of their “E8 Commitment.”
This campaign and its messaging is a blend of heartfelt storytelling (that “lap of love” imagery) and hard-hitting safety education, aimed at parents and communities. It’s rolling out regionally, and is tailored to address specific cultural habits—like lap-sitting—that might be more prevalent in the UAE and beyond.
The campaign’s core message is emotional yet practical—love alone isn’t enough; kids need secure, correctly installed car seats to be protected on the road.
Lap of Love
Key elements include a campaign video targeting parents, showcasing safety protocols like untwisted harness straps, a snug fit (one finger’s width between harness and chest), and precise strap alignment at shoulder level. It’s not just awareness—it’s actionable advice, like ensuring no slack in seatbelt and meeting height requirements.Jacques Fourie, Bridgestone’s AME Core Tire Business President, frames it as a redefinition of child safety, tying it to the company’s broader mission of sustainable mobility and future generations’ well-being, part of their “E8 Commitment.”
This campaign and its messaging is a blend of heartfelt storytelling (that “lap of love” imagery) and hard-hitting safety education, aimed at parents and communities. It’s rolling out regionally, and is tailored to address specific cultural habits—like lap-sitting—that might be more prevalent in the UAE and beyond.
