TyreSafe has calculated that UK motorists waste more than £600 million worth of fuel due to tyre underinflation. Using data from Michelin’s Fill Up With Air survey showing that 57 per cent of vehicles are driven on underinflated tyres, as well as information sourced from the Department for Transport and the Society of Motor Manufacturers and Traders, TyreSafe is tying the economic argument for ensuring tyres are correctly inflated alongside safety concerns for this year’s Tyre Safety Month. Referring both to the general awareness of tyres as a vital safety component and rhetorically to question why drivers would not check their tyres at least once a month, his year’s October campaign asks Britain’s motorists directly: “What’s Stopping You?”
October is Tyre Safety Month, and for this year’s annual campaign, TyreSafe is asking Britain’s motorists What’s Stopping You? To educate drivers on the importance and benefits of tyre safety, the association has developed what it calls “impactful, and realistic depictions of scenarios involving families, loved ones and young drivers.” It says these will “resonate with a range of audiences and highlight the potential stakes of driving on defective tyres.”
Driving safety charity TyreSafe has given drivers a timely reminder to spare a thought for their vehicles’ tyres in the days and weeks before lockdown ends. Many vehicles won’t have been used much since Christmas and most of those that have are likely to have only been used for short trips. While it’s tempting to put maintenance checks on hold, TyreSafe is advising drivers to check their vehicle’s tyres during lockdown to potentially save themselves money in the long run and reduce the risk of a tyre-related incident when they do return to the roads.
The Micheldever Group recorded its tenth TyreSafe Award in 2020, as Micheldever Tyre Services (MTS) and Protyre recorded their respective third and seventh consecutive victories in their categories. MTS won Wholesaler of the Year, while Protyre retained the Large Retailer of the Year accolade. Micheldever also paid tribute to MTS customer Stone Tyres, which swept the board at this year’s event with a hat-trick of awards.
TyreSafe’s Tyre Safety Month 2020 campaign is themed on movies. Its latest cinematic pastiche is designed to remind drivers to check their tyre tread regularly. The advice is communicated via the ‘TyreFlix production,’ Judge Tread. The organisation’s annual October campaign focuses on encouraging drivers to ensure their tyres are Ready for ACTion by checking Air pressure, Condition and Tread. Watch the video, and other campaign content, below, or on the TyreSafe YouTube channel.
Hankook Tyre UK is TyreSafe’s Tyre Manufacturer of the Year for 2020. It is the second consecutive year that Hankook has won the award, recognising Hankook’s significant contribution to raising driver awareness of tyre safety-related issues. Over the past twelve months Hankook UK launched three tyre safety campaigns across social channels including Facebook and YouTube. TyreSafe chair and chair of awards judging, Stuart Jackson said: “Hankook’s commitment to raise awareness on tyre safety resulted in a well targeted campaign, which highlighted specific messages relevant to their core age group. A good library of resources was created to support it resulting in a programme of clear and engaging content.”
Bridgestone’s range of technologically advanced products and services has helped the company win national road safety charity TyreSafe’s Innovation & Use of Technology Award 2020. The new award represents further recognition of Bridgestone’s contribution to road safety by TyreSafe. The manufacturer collected the Tyre Manufacturer of the Year title in 2018, an Outstanding Achievement Award in 2017 and an Innovation & Use of Technology trophy for its DriveGuard runflat technology, also in 2017.
TyreSafe has launched its 2020 Tyre Safety Month campaign with its first online briefing. Following the success of its previous ‘Get Into The Groove’ campaign, TyreSafe has prepared a fresh batch of cultural parodies with which to publicise its ACT acronym – standing for Air pressure, Condition, Tread. A range of movie poster parodies, including ‘Judge Tread’, ‘The Good, The Bad, and The Under Inflated’, and ‘Done in 60 Seconds’, are available for garages, businesses and other organisations to encourage motorists to take better care of their tyres. The distribution of the materials will reflect the digitalisation trend of this year, driven by the necessity of adapting to Covid-19 Crisis conditions; a wide variety of banners formatted for each of the major social media networks will be available. The briefing featured a panel discussion with Stuart Lovatt, Highways England strategic road safety lead; Tony Crook, National Fire Chief Council lead officer road safety; Simon Turner, Driving for Better Business campaign manager; and James Luckhurst, Project EDWARD founder.
Recent convictions of retailers across the UK highlight the potential risks unsuspecting motorists take when buying part worn tyres. These cases in Scotland and London followed investigations by Trading Standards and TyreSafe into the sale of dangerous and illegal tyres. In each instance, the retailers faced stiff penalties and fines totalling thousands of pounds.
European lighting and automotive aftermarket specialist, Ring has become a supporter of TyreSafe. Ring will help spread the key messages of TyreSafe’s campaigns and support the charity in its ongoing awareness raising. The company supplies a tyre safety kit for motorists, including award-winning tyre inflators, tread depth and pressure gauges and emergency sealants.
UK charity TyreSafe has launched a new awareness campaign aimed at “parent chauffeurs.” Noting the statistic that parents are likely to have spent more than 3,000 hours (around 125 days non-stop motoring) driving their children around by the time they reach 20, the Home Safely on Safe Tyres campaign highlights the importance of tyres in minimising the risks to drivers and their young passengers while on the roads. It also emphasises to all drivers entrusted with child care that it is their responsibility to check the condition of their car’s tyres.
Commenting on road safety statistics showing that tyres cause more than 1000 casualties and 183 deaths a year, TyreSafe chairman Stuart Jackson lamented the reality that the figures have not gone down during the NTDA Tyre Industry Conference.
Even though there are clear regulations surrounding the sale of part worns, TyreSafe says that investigations it and Trading Standards carry out consistently uncover an alarming number with poor puncture repairs, internal damage and even nails in them. To highlight this sorry state of affairs, the tyre safety organisation has produced a video – welcome to ‘Fit & Hope’ part worn tyre sales. All the tyres featured in Fit & Hope were bought from part worn retailers or seized during TyreSafe and Trading Standards’ joint investigations.
The Spring Bank Holiday weekend is fast approaching and for most schools in England and Wales, it also means half term, signalling millions of drivers loading up their cars to get away for a week’s well-earned rest or a visit to family and friends. Around 30 per cent of Britons stayed in the UK for their holidays in 2017, and this figure is expected to be similar this year. The message from TyreSafe is – whether your car is packed for the day or the week, it’s vital to check your tyres before you leave to minimise the risk of a tyre-related incident.