The SABRE Awards, which attract more than 2,000 entries from across North America each year, recognize Superior Achievement in Branding Reputation & Engagement and provide the premier showcase for the best that Public Relations has to offer.

Michelin, partner of the FIA Action for Road Safety campaign since 2011, launched the "Beyond the Driving Test" campaign in order to educate young drivers on the importance of regular tyre checks and tyre maintenance. In partnership with Ketchum, a video series was launched featuring teen YouTube stars such as Alexis Zall and Brent Rivera (532,000 views) sharing tyre safety tutorials. The videos were extremely successful and attracted more than 1 million viewers.

The "Beyond the Driving Test" campaign offers teenagers new resources to help them and their parents brush up on their own car and tyre maintenance skills, including a downloadable glove compartment guide with key tips.

By 2020, the FIA and Michelin want all 50 states to include comprehensive tyre safety information in their programmes for learner drivers and in supporting manuals. By the end of 2015, 13 states had committed to support the “Beyond the Driving Test” campaign and the objective is to add at least 10 more states by the end of 2016.

FIA President Jean Todt said: “I was delighted to learn that the “Beyond the Driving Test” campaign, initiated by our trusted partner Michelin as part of FIA Action for Road Safety, has received such a prestigious prize. I am convinced the campaign managed to communicate key safety message to teenagers, and I am confident that they will become aware of the importance of paying attention to their tyres and they will also become better drivers.”    

Michelin has been a Global Partner of the FIA Action for Road Safety campaign since 2011 and has launched and participated in various safety campaigns, including projects in China, Brazil, Indonesia and Thailand in 2015.

Find out more on: beyondthedrivingtest.com