With the first of October once again heralding the start of Tyre Safety month, a new campaign has been launched to keep drivers safe on the roads.
For Tyre Safety Month 2024, industry charity TyreSafe has revealed its ‘Caught in the ACT’ campaign, which it hopes will raise awareness of the importance around tyre checks, and safe tread levels. Adopting a striking superhero theme, the campaign uses a comic strip approach to make tyre safety more engaging, helping motorists to see themselves as tyre safety heroes.
October has long been the focal point for TyreSafe’s efforts to promote road safety, and this year’s campaign promises 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’.
Recent figures released by the Department for Transport as part of its Reported Road Casualties Great Britain report document a (29%) rise in Killed or Seriously Injured (KSI) casualties linked to tyre defects. Figures show 190 incidents in 2023, up from 147 a year prior. This is the highest number of casualties due to tyre defects since 2018.
This increase suggests that despite ongoing efforts, tyre safety remains a significant issue, and more needs to be done to prevent avoidable deaths and injuries. Shockingly, this figure is on par with mobile phone-related casualties.
Awareness aim of Tyre Safety Month 2024
Tyre Safety Month 2024 is part of TyreSafe’s flagship annual campaign dedicated to raising awareness about the vital role tyres play in road safety. With the ultimate goal of reducing tyre-related incidents, Tyre Safety Month has become a crucial fixture in the road safety calendar, shining a spotlight on the importance of regular tyre maintenance.
In the last few years, the importance of highlighting the need for tyre safety has become more crucial than ever. The cost-of-living crisis has pushed many drivers to reduce the amount they spend on vehicle maintenance, with tyres often being left to the last millimetre before replacement, if not worse.
However, as the vehicle tyre is the only contact point with the road, it is crucial that they are maintained correctly, and that regular checks are undertaken. While Tyre Safety Month 2024 is set to highlight the need for these checks, and replacements where required, it is an ongoing battle that will last beyond October.
The Caught in the ACT campaign for Tyre Safety Month 2024 aims to significantly increase awareness among motorists about the importance of regular tyre checks. Road users are encouraged to adopt a habit of performing the three key tyre checks—Air Pressure, Condition, and Tread, through a fun and interactive superhero-themed approach.
Time to ACT
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. By getting ‘Caught in the ACT.’ every month, motorists are making a super heroic commitment to road safety.
TyreSafe has prepared a comprehensive toolkit to help supporters and partners spread the message for Tyre Safety Month 2024 and beyond. The campaign includes social media static assets, animations, a post schedule, and customisable poster and flyers.
“Tyre safety is not just a responsibility, it is a lifesaving habit,” commented Stuart Lovatt, TyreSafe Chair. “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 the website.
Supporters and road safety advocates can join the conversation online for Tyre Safety Month 2024 and beyond, 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.
