As the leaves start to fall and the roads become more treacherous, TyreSafe has launched Tyre Safety Month 2024, featuring the ‘Caught in the ACT.’ campaign. 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’.
Tyre Safety Month is 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.
This year, TyreSafe is challenging drivers and riders to get ‘Caught in the A.C.T.’ a campaign that’s not just informative but also entertaining. 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.
The campaign 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. 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. 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.”
