The FIA bestows this award upon individuals or organisations involved in motoring and mobility that have displayed merit beyond the ordinary. The Academy’s decision to give the 2006 award to Bridgestone stemmed from the company’s worldwide promotion of its Think Before You Drive campaign.

The award was presented to Bridgestone CEO and President Shoshi Arakawa at a VIP pre-awards ceremony at the FIA Gala, held in the Monaco Sporting Club. Upon receipt of the FIA trophy, Arakawa said, "I’m extremely pleased and proud to accept this prestigious award on behalf of Bridgestone.“  He further added that Bridgestone are “continuously pursuing our road safety initiatives for the future, emphasising Bridgestone’s commitment to safety and contributing to the global goal of reducing the number of road deaths and casualties."

The Think Before You Drive campaign, which encourages motorists to take simple but life-saving safety measures before they drive, have been promoted worldwide and has been given the backing of FIA member clubs in more than 60 countries.