A trucker’s life is not an easy one; more so in a country like the UAE where a majority of the drivers are from other countries. They leave behind their homes and families to work for minimum wages and the grueling schedule leaves them with little time or money for their own wellbeing. Accidents related to driver fatigue and worn-out tyres have been on the rise. In 2019, they accounted for more than 8 major accidents every month.

Our objective was to create awareness about the lacking standards in health and safety standards, while getting as many truck drivers along with their trucks to participate in our health and safety event.

Launching the campaign was an online film that celebrates a truck driver named Sukhjhinder Singh. Despite his grueling schedule Sukhjinder has managed a remarkable feat of clocking a million kilometers without any accidents. We recognized his efforts by giving him whole new view of the roads he knows so well; one kilometer up in the sky, from a hot air balloon.

We followed this by turning major truck stops across the country into wellness camps where drivers were invited to get free health checks, recreation and refreshments. We also took this opportunity to give their trucks a thorough one over, starting of course, with the tyres.

There were three primary target audience was multifold.

1) Fleet owners

2) Truck Drivers

3) General Citizens

With a massive on-ground activation planned, we wanted to get the word out there amongst fleet owners and the general public about Bridgestone's active involvement in road safety. We wanted to tell a story that's never been told, and shine light on a profession that often goes ignored. The launch video helped spread the word while getting people's attention to a cause that could be considered boring otherwise, but more importantly set a positive tone for the campaign. The on-ground activation then used the momentum to encourage fleet owners and drivers to get some crucial health and safety checks that will go a long way in saving lives.

This non-fiction film follows a truck driver in Dubai named Sukhjhinder Singh, who explains how he misses his family in India, and talks about his grueling 24-hour schedule, which allows him only a couple of hours sleep in the cabin of his truck by the roadside. He has driven 1 million km without an accident, so for some respite from his work routine, Bridgestone arranged for him a surprise; to view the road from another perspective – 1km above the ground in a hot air balloon.

The online film was launched to announce the brand's health and safety roadshow for truck drivers "Eyes on the road" in the UAE. this was followed by on-groudn activation of converting major truck stops into wellness and safety check camps across the country for 3 weeks.

+800 Tyre Checks

+ 1000 Health Checks

35 million impressions

Covered across all major national newspapers and more importantly, trade magazines that are avidly followed by fleet owners