Good Egg Safety CIC, the UK’s leading child seat safety organisation, has today announced a major national partnership with the UK’s Road Safety Charity TyreSafe – bringing together two of the most established names in road safety to deliver a pioneering programme that addresses both child seat misuse and vehicle safety at scale.
Following a planned pilot with Bradford City Council’s Road Safety Team; further collaboration will see joint child seat and tyre safety check clinics delivered across the UK – an innovative, data-led approach that reflects the reality of risk on today’s roads.
With over 45,000 child seat checks conducted, Good Egg Safety’s evidence shows that more than 60% of child restraints are incorrectly fitted or incompatible, with a significant proportion involving serious errors that could result in life-changing or fatal injuries.
At the same time, unroadworthy or illegal tyres remain a critical but often overlooked factor in many road collisions.
Together, the partnership addresses both risks – protecting children inside the vehicle and ensuring the vehicle itself is safe to perform in an emergency.
Good Egg Safety is widely recognised for its industry-approved, government-funded Advanced Child Seat Training Programme, which has trained and accredited hundreds of professionals across police, fire and rescue services, public health, local authorities and retail.
Unlike awareness-only campaigns, Good Egg’s approach is evidence-based, behaviour-led and measurable, delivering:
- Average knowledge increases of over 500% among professionals
- Up to 96% knowledge retention at six months
- Direct engagement with tens of thousands of families through community events
This new partnership builds on that foundation – extending impact beyond education into real-world intervention and prevention.
The joint clinics will provide families with:
- Expert child seat checks and guidance
- Immediate identification of high-risk or incompatible installations
- Tyre safety inspections, including tread depth, pressure and condition
- Clear, practical advice to reduce risk before a journey even begins
This ‘whole vehicle safety’ model aligns directly with the UK’s Safe System approach, recognising that serious injury prevention depends on multiple safety layers working together.
The partnership will be formally showcased at:
- TyreSafe National Briefing (June 2026)
- Road Safety GB National Conference (November 2026)
where early findings on a variety of road safety initiatives, operational insights, and national rollout opportunities will be jointly presented.
Stuart Lovatt Chair of Tyresafe said:
“This partnership with Good Egg Safety CIC represents a significant step forward in our shared ambition to reduce avoidable road casualties. By combining expertise in child seat safety with tyre safety checks, we are addressing two critical but often disconnected risk factors in a practical, evidence-led way.
The planned pilot in Bradford, followed by national rollout, will allow us to better understand real-world vehicle safety issues and intervene directly with families at the point of need. Working together in this way strengthens the Safe System approach and has the potential to make a measurable difference in saving lives and reducing incidents on UK roads.”
Janis James MBE, CEO, Good Egg Safety CIC, added:
“For too long, road safety messaging has treated risks in isolation. In reality, a correctly fitted child seat cannot compensate for a vehicle that cannot stop safely – and safe tyres cannot protect a child who is incorrectly restrained.
This partnership is about bringing those two critical elements together in a way that is practical, evidence-led and capable of saving lives at scale.”
By combining professional training, community engagement, and real-world safety checks, the programme offers one of the most effective, scalable interventions currently available to protect children on UK roads.
Alison Lowe OBE, Chair of the West Yorkshire Vision Zero Board, said:
“The fact that two thirds of children are at risk travelling in unsafe seats is deeply troubling.
“Being a nana myself, I made sure to make use of the Good Egg Safety service and I am very glad that I did.
“We have worked with them for a number of years to run child car seat checking events. I am pleased to say that another 50 sessions will be taking place over the coming months in West Yorkshire as part of our work to reduce road deaths and serious injury to zero by 2040.”
Sources: Good Egg Safety CIC Training Results 2024-26, Good Egg Safety CIC National Child Seat Checks 2025
