Goodyear: A Lifetime Commitment to Safety

In a time of turmoil over safety, Goodyear embraced the opportunity to ignite a discussion on safety while other companies were avoiding it.

Goodyear: A Lifetime Commitment to Safety

Advertiser: Goodyear ChinaAgency: Ogilvy Public Relations ShanghaiMarket: ChinaCampaign Duration: May – June 2011

This campaign won the Issue Management Award at the global SABRE awards for PR.

Summary

Consumers should be able to trust that the products they buy and use are safe. However, in China, with tainted milk, lead-painted toys and road accidents all making headline news in recent months and years, consumer confidence in safety has faded. With the public exposure of Kumho Tyre company's product quality problems in March 2011, tyre safety has also...

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