TyreSafe details “check your pressure” campaign

Today TyreSafe unveiled a range of steps the tyre safety education body is investing in in order to promote positive tyre safety messages this year. Announced at the fourth annual TyreSafe industry briefing the suite of awareness-raising initiatives include a bolstered tyre safety month, a new campaign microsite, dealer locater, promotional videos created with both YouTube and social media networks in mind and a collaboration with the Highways Agency.

With the potential mopping up cost of just one tyre blowout weighing in at up to £4 million (vehicle replacement costs and insurance claims aside), you can see what the Highways Agency is keen to work with TyreSafe on a “prevention is better than cure” orientated approach. The sharp-eyed amongst you will have already noticed that, 

in practice, this means motorways matrix signs are now displaying a simple tyre safety message “Safe Tyres Save Lives”. This comes as part of a collection of measures, which also sees the agency produce videos highlighting the real cost of poor tyre maintenance.

The “Check Your Pressure” is one of two that TyreSafe is promoting in order raise tyre awareness

Multimedia safety messages

TyreSafe is also using specially produced video content to communicate its core safety messages to consumers. At the moment this centres of two core projects – a “Don’t be a hazard” how-to video giving advice on tyre pressure checking; and “Check Your Pressure” a spoof music video based on a thinly veiled parody of Queen’s under pressure and starring a few familiar TyreSafe and wider tyre industry faces. While they are designed to be accessible and fun respectively, they also convey the simple and clear central message the organisation is promoting this year: “Safe Tyres Save Lives”. And it has to be said that the almost subliminal reference to “Under Pressure” along with the virally-orientated production of the “Check Your Pressures” are smart moves, which will hopefully pay dividends when it comes to consumer engagement.

In addition to some of the big-picture plans described here TyreSafe is also reminding drivers to make sure their tyres are properly inflated, in order to avoid temperature induced tyre failures. When tyres are under-inflated, excessive heat builds up within the tyre and makes them much more susceptible to suffering from a rapid deflation. These dramatic events can make the car extremely difficult to control, especially as they occur most frequently after prolonged periods of high speed running on busy motorways or A-roads. Underlining the scale of the risk and dangers, figures from the RAC show that last year, its patrol crews attended more than 50,000 tyre related call-outs in July and August alone. 

Stuart Jackson, chairman, TyreSafe, said: “We all love the hot weather – apart from our tyres if they’re not properly looked after. With July and August normally being the hottest two months of the year, car tyres are placed under increased stress from the higher temperatures like we’re currently experiencing. It really is important that motorists check their pressures at least once a month all year round, but even more so at this time of the year.” 

Under-inflation, as well as being a huge safety issue from an increased risk of tyre failures and punctures, can also be financially costly because of a reduced tyre life and increased fuel consumption as the engine has to work harder to make the tyre turn. RAC spokesman Simon Williams said: 

“In 2012 RAC patrols attended 344,000 call-outs for tyre and wheel jobs, making it our second biggest breakdown with 15 per cent of our 2.3 million breakdowns. We urge everyone taking to the roads this summer to make sure their tyres are in good condition otherwise they risk spending some unwanted time on the hardshoulder or in a lay-by instead of on the beach.” 

Look out for full coverage of the 2013 TyreSafe Industry Briefing in the August issue of Tyres & Accessories.