TyreSafe has launched its flagship annual campaign dedicated to raising awareness about the vital role regular tyre maintenance plays in road safety.
Tyre Safety Month, which takes place across October, sets out to engage, educate and support behaviour change, as part of the charity’s vision to achieve ‘zero harm to road users as a result of illegal or poorly maintained tyres’.
Data published by the DfT last month shows there were 190 tyre-related KSIs in 2023 – up 29% from 2022 (147).
The 2023 figure is also the highest number of casualties due to tyre defects since 2018.
This year’s campaign challenges drivers and riders to get ‘Caught in the A.C.T.’.
Adopting a superhero theme, the campaign uses a comic strip approach to make tyre safety more engaging, helping motorists to see themselves as tyre safety heroes.
The campaign aims to significantly increase awareness among motorists about the importance of regular tyre checks.
At the heart of the campaign is the ACT acronym, helping drivers and riders to perform basic tyre safety checks once a month, every month and before long journeys.
- Air Pressure: Highlighting the need to keep tyres adequately inflated to ensure optimal performance and fuel efficiency.
- Condition: Urging motorists to inspect their tyres regularly for any signs of damage, such as cuts, bulges, or other issues that might compromise safety.
- Tread: Stressing the importance of maintaining sufficient tread depth for effective grip and braking.
These three checks ‘form the foundation of proactive tyre maintenance and tyre husbandry’, empowering drivers and riders to take charge of their safety on the road.
TyreSafe has prepared a comprehensive toolkit to help supporters and partners spread the message. The campaign includes social media static assets, animations, a post schedule, and customisable poster and flyers.
Stuart Lovatt, TyreSafe chair, said “Tyre safety is not just a responsibility—it’s a lifesaving habit. By getting ‘Caught in the ACT.’ this October, drivers can become their own tyre safety heroes and contribute to safer roads across the UK.
“This campaign is a fun and engaging way to remind everyone of the critical role that tyres play in keeping us safe.”
The campaign will run throughout October and campaign assets are available for download in the TyreSafe members’ area and on the resources section of its website.
Supporters and road safety advocates can join the conversation online using the campaign hashtag #CaughtInTheACT and share their tyre safety stories.
In addition, garages can participate by displaying campaign posters, offering free tyre checks, and engaging with the campaign on social media.
Please see my comment on the other ‘tyre-related KSIs’ story.
I would add, how is the average motorist supposed to to ‘.. inspect their tyres regularly for any signs of damage, such as cuts, bulges, or other issues that might compromise safety.? Most – including me – might occasionally glance at the tyres to see if there is obviously air in them and if they look a bit low, might check the pressures, but we would not jack up each corner of the car, take the wheels of and inspect them all round. This would typically only be done at a garage for a service, or for the MOT test.
Hugh Jones, Wirral
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