TyreSafe starts New Year in road safety with #DriveJanuary campaign

TyreSafe has started 2024 with a new social media campaign targeting a habitual change for improved road safety. Organised around the #DriveJanuary hashtag, a play on the famous #DryJanuary health and wellbeing initiative, the organisation is using the opportunity of people setting resolutions for the New Year to ask drivers to add monthly tyre checks to their list of behavioural changes. TyreSafe’s 2023 Tread Depth Survey reveals that almost half the UK cars on the road have low or illegal tread.

As usual, the campaign employs a mixture of data and humour to make its point. In this case, the organisation compares the impact of ensuring tyres are in a fit state for use to other common resolutions. It also used a recent Forbes Health/One Poll survey to show how many resolutions do not stick beyond the first few months of the New Year. The survey finds that “the average resolution lasts just 3.74 months. Only 8 per cent of respondents tend to stick with their goals for one month, while 22 per cent last two months, 22 per cent last three months and 13 per cent last four months.” TyreSafe’s objective is for motorists to make a behavioural change that will last a lifetime, leading to a significant impact on road safety.

Stuart Lovatt, TyreSafe chair said: “As we embark on a new year, TyreSafe encourages drivers to make a resolution that extends far beyond personal goals—a commitment to tyre safety. The #DriveJanuary campaign emphasises the lasting impact of a simple routine that ensures the safety of not only the driver but everyone on the road. It’s a resolution that transcends fleeting aspirations, contributing to a safer driving environment and saving lives. By checking your tyres once a month every month, you make a commitment that truly lasts a lifetime.”