The Irish Tyre Industry Association (ITIA) in partnership with An Garda Síochána and RSA conduced a tyre safety campaign right throughout road safety week this year, October 5 – 11.
The joint campaign included a strong communications plan which ran across press, radio and social media. During the week An Garda Síochana and the RSA carried out roadside checks specifically for tyres and advised motorists on how to check their tyres.
ITIA members were supported with a radio advert advising motorists to get their tyres checked by expert ITIA technicians. Members received a communications pack including posters, leaflets and ITIA branded trolley keys, as well as access to digital assets for websites and social media. A radio campaign in association with the Talk Sport Premier League show which promotes ITIA members will continue for the rest of the year.
Throughout the campaign a coordinated social media effort saw the ITIA, An Garda Siochána and RSA posting photos of tyres that were checked which were well below minimum tread depth and with major defects. This visual evidence made the message much easier to deliver and it had a great reaction.
ITIA received over 550 likes and follows on Facebook during the week and reached over 13,000 people with a Facebook competition where consumers could win a one of three vouchers offering €400 towards their next set of Goodyear, Michelin and Hankook tyres at their ITIA retailer of choice. There was also a substantial increase in followers and engagement on Twitter.
Following the campaign ITIA CEO, Sue O’Neill said: “The success of this campaign was due to the coordination between ourselves, An Garda Siochána and RSA and I am very appreciative of the support that both organisations give to the promotion of tyre safety. Our supportive member base helped drive this campaign to the heights that it reached, with their proactive engagement across social media in the form of liking, sharing, and posting, they helped us reach over 91,000 people.”
She added: “As defective tyres are a contributory factor to approximately 14 deaths every year we need to keep driving home the message, not just during road safety week but continuously, that checking your tyres has to be an essential part of looking after your vehicle and ultimately your safety. Each month 8,500 vehicles are classified as being dangerously defective for ‘Tyre Tread’ and ‘Tyre Condition’ across the NCT and CVRT testing systems.
“Collectively we need to keep pushing the message out that driving on dangerous or under-inflated tyres puts your life and the lives of other road users at risk and drivers should not wait until the NCT comes around to check the health of their tyres and of course, should get to an ITIA expert to check their tyres.”