Launched in support of the UN Decade of Action for Road Safety 2011-2020, FIA (Federation Internationale de l’Automobile) Action for Road Safety aims to help save the lives of 5 million people on the world's roads by the end of the decade. Since its launch, the campaign has been embraced by governments, stakeholder organizations and member clubs across the globe. In 2014, Michelin and FIA launched a U.S.-focused campaign, Beyond the Driving Test, aimed at educating inexperienced drivers about road and tire safety. The related stats are daunting: Automobile accidents take the lives of more than 5,000 American teens each year, and of the 2.2 million vehicle accidents taking place annually, 12% involve inexperienced drivers and are connected to tire-related issues such as insufficient tread or improperly inflated tires.
The foundation of Beyond the Driving Test is a series of YouTube videos underlined by two main goals: to have all 50 states include comprehensive tire safety information in their driver's ed curricula by 2020; and to solidify Michelin’s commitment to road safety in the U.S. and remind consumers of the importance of tires through activations that target parents and their teen drivers. The campaign is homing in on the bull's eye—so far the campaign has won commitments from 41 states to update driver's education materials with consistent tire maintenance and safety information.