TyreSafe, the UK’s tyre safety charity, has announced the launch of its highly anticipated “Safe and Save” campaign as a part of this year’s Tyre Safety Month. With a playful yet impactful approach, this campaign aims to educate and empower motorists across various groups to prioritise tyre safety, save money, and reduce risks associated with driving on underinflated tyres. The campaign is a timely reminder of the simple, but effective behaviours motorists can exhibit to make meaningful savings.
The “Safe and Save” campaign leverages the power of animation, press templates, a comprehensive social media toolkit, and print-ready materials to engage and support motorists in taking a proactive stance on tyre safety. While the campaign carries a humorous tone, it underscores the vital message of the dual importance of being safe on the road and saving money. It compares ‘real life’ savings achieved by performing tyre checks with ineffective and counterproductive ‘cost-saving’ hacks.
The campaign champions the ‘A.C.T acronym, urging drivers to check their air pressure, condition and tread.
Air pressure – Driving with air pressures below or above the recommended settings can compromise fuel efficiency by too much or too little of the tyre being in contact with the road, increasing rolling resistance and in turn fuel consumption The correct tyre pressure settings for your vehicle can be found in the owner’s handbook, in the door shut or fuel filler cap, and drivers should use an accurate gauge to check all four tyres.
Condition – Drivers should also check the tread depth of their tyres. The minimum legal tread depth in the UK is 1.6mm, but if your tyres are approaching or below 2mm, is it worth considering a change ahead of wintry conditions, because the tyres’ tread not only clears water from the road but also provides some grip in ice and snow. Drivers can use a 20p piece as a guide by inserting the coin at different points across the tread pattern and around the circumference. If any of the coin’s rim is visible, have a professional check the tyre.
Tread – Finally, drivers are advised to perform a thorough visual inspection on all four tyres, looking out for cuts, lumps or bulges, which could indicate internal damage and should be checked by a tyre professional. Drivers are also advised to carefully remove stones or foreign objects stuck in the tyres’ grooves.
Stuart Lovatt, Chair of TyreSafe, commented on the campaign’s launch, saying, “We are excited to introduce the ‘Safe and Save’ campaign, which cleverly combines a light-hearted approach with a serious mission. Through this campaign, we aim to reach motorists across all segments and emphasise the significance of regular tyre checks. By doing so, not only can they save on fuel and tyre wear costs, but also contribute to safer roads for everyone.”
TyreSafe estimates that UK motorists waste a staggering average of £1 billion each year on fuel due to driving on underinflated tyres. This wastage not only impacts motorists’ wallets but also puts them at a higher risk of accidents and blowouts. The “Safe and Save” campaign aims to reverse this trend by encouraging drivers to check their tyres at least once a month, highlighting the critical link between tyre safety, saving money, and potentially saving lives.
The “Safe and Save” campaign materials offer a variety of resources designed to make it easy for supporters across different motorist groups to get involved. From eye-catching animations that deliver the campaign’s core message to press templates for media outreach, a ready-to-use social media toolkit, and print-ready files, the campaign equips individuals and organisations to spread the message of tyre safety effectively and creatively.
As Tyre Safety Month approaches, the “Safe and Save” campaign promises to captivate the attention of motorists nationwide, urging them to take the simple yet impactful step of checking their tyres regularly. By embracing this dual message of safety and savings, individuals can contribute to both a safer road environment and a healthier wallet.
Assets can be downloaded from the members’ area here: https://www.tyresafe.org/access-request/?wppb_referer_url=https%3A%2F%2Fwww.tyresafe.org%2Ftyresafe-members-area%2F
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