CEAT initiates novel seasonal CSR project
View(s):Sri Lanka’s top tyre brand CEAT is harnessing the power of social media this festive season to campaign against ‘driving under the influence.’
A link that went live on CEAT’s facebook page (www.facebook.com/CeatLK), and the company’s website (www.ceatpledge.com) on December 5, enables visitors to make an online pledge to drive sober via facebook or Twitter, and have the Pledge Icon placed on their personal facebook pages, as evidence that they have taken the pledge.
According to a company statement, the facebook page dedicated by CEAT for the Pledge to Drive Sober campaign contains visual elements and the frightening statistic that drunk driving and negligence claim 2,000 lives a year, to emphasise the dangers of drunk driving. It poses the question ‘How much do you value a life?’
“Every year this season, the rate of accidents caused due to drunk driving escalates to frightening numbers,” the page notes.
“Despite measures taken by officials, nobody but you can put an end to this. CEAT believes that an individual’s vow can make a change, and as an all new CSR initiative we proudly give you the opportunity to ‘Take the Pledge’ to drive sober.Holidays are meant for happy memories, not a tragedy.”