Initiative details
TyreSafe is addressing the critical issue of tyre-related road casualties by equipping all road users with the knowledge to identify and act on poorly maintained or illegal tyres. Our mission follows the Safe System approach, recognising human error and injury tolerances, and aims to eliminate harm through education, engineering, and enforcement. TyreSafe’s focus is on reducing incidents caused by poor tyre maintenance, illegal tread depth, under-inflation, and other defects. Research consistently shows tyres are one of the most neglected safety components. Data from our 2023 Tread Depth Survey revealed over 6 million tyres are replaced annually when already illegal. A 2022 post-collision investigation revealed that 81% of vehicles involved in incidents had tyre defects. Despite this, under-reporting in Police collisions data, Stats19, limits national awareness. TyreSafe’s campaigns, research and stakeholder engagement address this knowledge gap. We work with government, emergency services, tyre industry and other road safety groups to increase understanding and action. TyreSafe’s vision is zero harm from tyre defects on UK roads. By raising awareness, influencing behaviour and advocating for better data and enforcement, we aim to instil long-term change and reduce preventable tyre-related collisions and casualties.
Initiative date
to
Who was/is your target audience?
Policy makers
Public authorities
Young adults 17-25
Adults
Parents
Seniors
Company employees
Fleet operators
Car drivers
Car drivers – professional
Educational staff
Emergency services
Public transport
Van drivers
Lorry/truck drivers
Cyclists
Powered two wheeler riders (excluding micromobility)
Others
Topic
Create awareness
Organisation details
TyreSafe
Association
United Kingdom
Colchester
Contact name
Michael Bourne
Telephone number
+441787226995
mbourne@tyresafe.org
Website link
Project activities
If you work together with external partners, list the most important partners and briefly describe their role.
TyreSafe’s work is made possible by over 150 partners, including: www.tyresafe.org/road-safety-partners/
National Highways: Data sharing, research collaboration, co-authoring reports.
Imperial College London: Independent evaluation of research findings.
Police Forces (e.g. Lancashire, Sussex, West Midlands): Post-collision tyre inspections.
DVSA: MOT Working Group membership, campaigning support.
Local Authorities (e.g. Liverpool City Council): Campaign rollout, community engagement.
Fire and Rescue Services: Community events and education.
Tyre Industry (manufacturers, retailers, equipment suppliers): Funding, research participation, outreach.
The AA, UKROEd, Road Safety Trust: Strategic campaign partnerships and advocacy.
Charities (e.g. Fire Fighters Charity): Co-branded education pilots.
These organisations contribute resources, local reach, and sector insight, allowing TyreSafe to achieve national impact with a small core team.
National Highways: Data sharing, research collaboration, co-authoring reports.
Imperial College London: Independent evaluation of research findings.
Police Forces (e.g. Lancashire, Sussex, West Midlands): Post-collision tyre inspections.
DVSA: MOT Working Group membership, campaigning support.
Local Authorities (e.g. Liverpool City Council): Campaign rollout, community engagement.
Fire and Rescue Services: Community events and education.
Tyre Industry (manufacturers, retailers, equipment suppliers): Funding, research participation, outreach.
The AA, UKROEd, Road Safety Trust: Strategic campaign partnerships and advocacy.
Charities (e.g. Fire Fighters Charity): Co-branded education pilots.
These organisations contribute resources, local reach, and sector insight, allowing TyreSafe to achieve national impact with a small core team.
Please describe the project activities you carried/are carrying out and the time period over which these were implemented.
TyreSafe has delivered sustained national road safety education for nearly 20 years. Formed in 2006 and gaining charitable status in 2016, we are the UK’s only dedicated tyre safety charity. Our work spans research, public education campaigns, stakeholder engagement, and behaviour change interventions. Our flagship campaign is Tyre Safety Month (October), running annually with national and regional communications activity, including social media, radio, press, posters, and digital resources. Each year, the campaign is themed to address a specific risk group or issue—e.g. young drivers, motorcyclists, caravan users, fleet vehicles—often baced by supporting data and toolkits. We also deliver seasonal campaigns aligned to weather or travel patterns (e.g. ‘Home Safely for Winter’) and maintain year-round outreach with Fire and Rescue Services, police, local authorities, schools, and employers. We have pioneered large-scale research with National Highways and Imperial College London, including the UK’s largest Tread Depth Survey (2023, 549,558 tyres inspected at the point of sale) and the first-ever post-collision tyre investigation with police forces. TyreSafe also supported the Roads Policing Review with post-collision checks and works on technology working groups addressing the role of tyre condition in autonomous and ADAS-equipped vehicles. Our initiatives are grounded in evidence, delivered in partnership, and evaluated for impact.
In terms of implementation, what worked well and what challenges did you need to overcome?
TyreSafe’s greatest successes lie in building strong partnerships and securing national engagement. Our evidence-led approach earns trust from the government, police, and researchers, enabling collaboration on impactful projects. The 2022 and 2023 tread depth and post-collision studies have helped uncover the true scale of illegal and defective tyres, giving our campaigns greater credibility. Our flexible and creative campaign strategy has enabled us to tailor messages to a variety of audiences. Tyre Safety Month grows in reach and impact each year, bolstered by our supporters’ distribution of materials and engagement at events.
TyreSafe was awarded a coveted Prince Michael of Kent award for Safer Vehicles in 2024, for the second time in its 19 year history. In addition, for the first time since its inception a century ago, tyres were included in RoSPA’s National Accident Prevention Strategy.
Challenges include the limited public understanding of tyre safety’s importance. Tyres are often overlooked by drivers until MOT failure or visible damage occurs. Also, official data sources such as Police Stats19 significantly underreport tyre involvement in crashes, hindering political prioritisation. As a small charity with limited resources, managing demand and expanding our supporter network has required creative thinking and efficient operations. Nonetheless, TyreSafe has overcome these barriers through strategic partnerships, member mobilisation, and continuous learning from evaluations.
TyreSafe was awarded a coveted Prince Michael of Kent award for Safer Vehicles in 2024, for the second time in its 19 year history. In addition, for the first time since its inception a century ago, tyres were included in RoSPA’s National Accident Prevention Strategy.
Challenges include the limited public understanding of tyre safety’s importance. Tyres are often overlooked by drivers until MOT failure or visible damage occurs. Also, official data sources such as Police Stats19 significantly underreport tyre involvement in crashes, hindering political prioritisation. As a small charity with limited resources, managing demand and expanding our supporter network has required creative thinking and efficient operations. Nonetheless, TyreSafe has overcome these barriers through strategic partnerships, member mobilisation, and continuous learning from evaluations.
Evaluation
Please summarise how you have evaluated the initiative’s impact (e.g. social media reach, survey, feedback forms, statistics).
All TyreSafe activity is rooted in evidence and evaluation. Campaigns are benchmarked by opportunities to see (OTS) metrics across media: in 2024 we achieved 350 million+ OTS, with 289.7 million in print and broadcast media, 438,699 web sessions, and 2.53 million social media impressions. We also evaluate message retention, behavioural impact, and stakeholder feedback.
The 2022 and 2023 Tread Depth Surveys (in partnership with National Highways and independently assessed by Imperial College London) provided key insight into tyre condition at point of replacement, revealing 16,800 tyres replaced daily in illegal condition. Post-collision investigations with five police forces found that 81% of involved vehicles had defective tyres, and in 75% of those cases, lack of care and maintenance was identified as a significant causation of the crash - a much higher rate than Stats19 suggests. Evaluation of fatal collision forensic reports from TRL revealed that tyres are often the key vehicle defect in fatal collisions, despite being underrepresented in official data.
These evaluations shape future campaigns, lobby for policy change, and inform risk-targeted education. Surveys, focus groups, event feedback, and stakeholder reviews are used to ensure materials remain relevant, effective, and accessible.
The 2022 and 2023 Tread Depth Surveys (in partnership with National Highways and independently assessed by Imperial College London) provided key insight into tyre condition at point of replacement, revealing 16,800 tyres replaced daily in illegal condition. Post-collision investigations with five police forces found that 81% of involved vehicles had defective tyres, and in 75% of those cases, lack of care and maintenance was identified as a significant causation of the crash - a much higher rate than Stats19 suggests. Evaluation of fatal collision forensic reports from TRL revealed that tyres are often the key vehicle defect in fatal collisions, despite being underrepresented in official data.
These evaluations shape future campaigns, lobby for policy change, and inform risk-targeted education. Surveys, focus groups, event feedback, and stakeholder reviews are used to ensure materials remain relevant, effective, and accessible.
What has been the effect of the activities?
TyreSafe’s work has significantly raised public and stakeholder awareness of tyre safety as a road safety issue. Our 2024 campaigns reached over 350 million media impressions, with an increase in online engagement and traffic to our educational resources. Membership and support have grown, and our materials are now used by road safety officers, emergency services, and driving instructors nationwide. Feedback from partners indicates greater awareness among at-risk groups and improved public engagement.
Our research has influenced discourse at national level, with data from our studies used in Roads Policing Review discussions and by government agencies. Increased requests for our support at local events and inclusion on road safety panels signal our strengthened reputation. Our seasonal and targeted campaigns (e.g. motorcyclists, caravanners) have successfully reached niche audiences, often through strategic partnerships like BikeSafe.
Ultimately, TyreSafe’s activities are helping to close the knowledge gap around tyres, influencing behaviour and supporting system-level changes in enforcement, education, and data reporting. Tyre defects are increasingly recognised as a legitimate and urgent road safety risk.
Our research has influenced discourse at national level, with data from our studies used in Roads Policing Review discussions and by government agencies. Increased requests for our support at local events and inclusion on road safety panels signal our strengthened reputation. Our seasonal and targeted campaigns (e.g. motorcyclists, caravanners) have successfully reached niche audiences, often through strategic partnerships like BikeSafe.
Ultimately, TyreSafe’s activities are helping to close the knowledge gap around tyres, influencing behaviour and supporting system-level changes in enforcement, education, and data reporting. Tyre defects are increasingly recognised as a legitimate and urgent road safety risk.
Please briefly explain why your initiative is a good example of improving road safety.
TyreSafe exemplifies a high-impact, low-resource approach to road safety education. By focusing on an often-overlooked risk factor—tyres—and tackling it through robust research, creative campaigning, and strategic partnerships, TyreSafe has driven national awareness and behaviour change. We combine evidence, education, and collaboration to maximise impact. Our long-standing commitment, innovative projects, and growing influence make TyreSafe a strong example of improving road safety through education.
How have you shared information about your project and its results?
TyreSafe shares its work widely across the road safety community through conferences, committees (e.g. DVSA, PACTS), partner networks, media relations, and direct engagement. Campaign toolkits are freely available online and promoted via newsletters, social media, and events. Our findings are cited in stakeholder reports, research briefings, and policy forums. Our resources are free to use and access, enabling road safety partners to focus on delivery and bringing about positive behavioural change.