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Cooper Targets Young Drivers With Tread Wisely App

Posted on May 30, 2017

Cooper Tire & Rubber Co. has created a Tread Wisely mobile app to promote tire and vehicle safety among teens and young adults. 

Boles, CEO of NOYS, says "This positive, proactive campaign approach with peer-to-peer education at its core represents great potential for prevention and improved road safety for our youth." 
Boles, CEO of NOYS, says "This positive, proactive campaign approach with peer-to-peer education at its core represents great potential for prevention and improved road safety for our youth." 
The free app features safety information and how-to videos. It was created in partnership with the National Organizations for Youth Safety (NOYS).

Features include:

  • an “I got there” feature, which allows users to set a reminder to contact their parents or friends once they’ve arrived at a destination. It requires a couple of touches, and sends a pre-written text to any number of recipients letting them know the driver has arrived safely.
  • a series of simple how-to videos featuring race car driver Arie Luyendyk Jr. covering how to change a flat tire, what to do if involved in an accident, what to do if pulled over by law enforcement, and more.
  • reminders to complete monthly safety checks including proper tire inflation pressure, tread depth and overall tire condition.
  • rewards for performing regular safety checks and learning about vehicle safety. Users can earn points by completing various tasks within the app and can attain ever-increasing ranks for the chance to win prizes such as gift cards that can be redeemed for gasoline, food or other items. Certain actions, such as sharing the app with family, friends and others, will also earn special badges for users.

“We are approaching driver safety from the tires up, hoping to make our roads safer for young people, their friends, families and the driving public,” says Anne Roman, vice president of communications and public affairs. “Tires are often overlooked, especially by young drivers, but are extremely important to road safety."

Roman says the app provides information to young drivers before and after they drive, but not during.

"Plus, we’ve built-in an element of fun and competition where nearly every use of the app can help users earn points that make them eligible to win prizes. Importantly, the content on the app is shareable, so young drivers can help those they know and love be safer too."

Loni Unser, 19-year-old daughter of Johnny Unser of the legendary Unser racing family, is a rookie racer. She's joining her Dad as the official spokespersons for the Tread Wisely app.

She says, "Now young drivers have tire and vehicle safety information right on their phones and the information is presented in a fast, fun way. I use the app and can honestly say that ‘I got there’ is genius for keeping peace in our family!”

The Tread Wisely app is part of a larger tire and vehicle safety program for young drivers developed in 2016 when Cooper adopted this as a signature philanthropy cause and selected NOYS as its partner. The two organizations have teamed up to share safety messages about tire safety through Tread Wisely social media channels, the web, special youth-directed safety events, and on the ground in communities across the United States. Hundreds of Cooper employees have signed up to serve year-round as Tread Wisely volunteers, demonstrating tire safety in schools, at sporting events, churches and other venues.

Anita Boles, CEO of NOYS, says. “We have hand-selected a special team of Tread Wisely Youth Ambassadors from all over the nation who, among other duties, are charged with deploying a national Tread Wisely challenge to engage youth in tire safety strategies. We expect to see great growth in the number of youth who know how to check their tires for safety and routinely perform these checks while also sharing this important information with their friends and family.”

For more information on Cooper, visit www.coopertire.com.

Related Topics: Anne Roman, Cooper, mobile app, tire safety, Tread Wisely, youth education

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