TyreSafe has relaunched its ‘Keep Your Tyres in Good ‘Elf’ campaign for a second successive year. In addition to appearing on bus backs and websites, the initiative had a strong social media reaction in 2023, as the sight of Santa’s elves performing a range of tyre checks provided fun and engaging reminders about the importance of road safety during the festive period. The campaign was also backed strongly by TyreSafe supporters.

TyreSafe is calling for “immediate and comprehensive measures” to combat the escalating problem of killed or seriously injured (KSI) casualties linked to tyre-related incidents on British roads. The latest Department for Transport “Reported Road Casualties Great Britain” annual report for 2023 shows a year-on-year increase of 29 per cent, from 147 in 2022 to 190 in 2023. This is the highest number of casualties due to tyre defects since 2018 and puts tyre-related casualties at a similar level to those related to mobile phones. TyreSafe’s latest Case for Action emphasises the urgent need for stronger action to address tyre safety. The safety organisation wants to increase awareness, seeks stricter enforcement of existing regulations, and the adoption of new safety standards.