Pirelli rolls out driving campaign at music event

June 8, 2004

Pirelli Tire North America Inc. launched its Controlled Driving Campaign at the recent Hip Hop Summit in Detroit, Mich.

The program "encourages young, urban drivers to drive responsibly and safely," according to Pirelli officials.

It is being promoted via public service announcements featuring rap stars.

Starting in October, Pirelli will hold a series of Controlled Driving Day events in which teens will be taught controlled driving techniques.

Pirelli sponsored the Hip Hop Summit, which was held on May 22.

The event is part of the Hip Hop Summit Action Network, a group that uses rap music to bring about positive social changes in urban areas.