Celebrating 20 Years of Collaboration and Progress
Record Attendance at TyreSafe’s 20th Annual Briefing & Awards
More than 200 delegates from across the automotive, road safety, enforcement, retail, manufacturing and government sectors came together at The Belfry, Warwickshire, for TyreSafe’s landmark 20th Annual Briefing and Awards.
The record-breaking attendance reflected the growing importance of tyre safety within the UK’s road safety agenda and the collective commitment across the sector to reducing road casualties.
A key theme throughout the event was collaboration. With the publication of the Government’s first National Road Safety Strategy in 15 years, delegates explored how organisations can work together to support ambitious casualty reduction targets through consistent messaging, shared expertise and coordinated action.
The evening Awards Ceremony recognised outstanding achievements in tyre safety and road safety across the UK.
2026 TyreSafe Award Winners
Tyre Safety in the Community – Halfords
Online & Social Media – The Motor Ombudsman
Communications – Pneumatic Components Ltd
Road Safety Partnerships – Shropshire Fire & Rescue Service
Small Tyre Retailer of the Year – TMT Tyres
Emergency Services Partner – Sussex Police Road Safety Team
TyreSafe is pleased to announce a new strategic partnership with West Mercia Police, strengthening our shared commitment to safer vehicles, safer behaviours and safer roads.
Covering Herefordshire, Shropshire and Worcestershire, West Mercia Police is responsible for one of the largest and most diverse road networks in England and Wales, including over 10,000 miles of roads and extensive rural routes where vehicle condition is especially critical.
The partnership builds on the success of a multi-agency roadside operation conducted on the A5 in Shropshire earlier this year, where TyreSafe worked alongside West Mercia Police, DVSA and Shropshire Fire & Rescue Service. During the operation, tyre-related defects were identified on more than a quarter of vehicles inspected, highlighting the ongoing importance of vehicle maintenance and tyre safety awareness.
Through this new partnership, TyreSafe and West Mercia Police will collaborate on future enforcement activities, education initiatives and awareness campaigns aimed at reducing road harm and encouraging motorists to take greater responsibility for vehicle safety.
During Child Safety Week, TyreSafe supported national efforts to protect children from preventable harm by reminding families that vehicle safety extends beyond correctly fitted child restraints.
While child car seats provide essential protection in the event of a collision, tyres play a critical role in helping prevent collisions from happening in the first place through effective braking, grip and vehicle control.
The campaign aligned closely with the Government’s new Road Safety Strategy, which includes ambitious targets to reduce deaths and serious injuries among young people.
TyreSafe encouraged parents and carers to include tyre checks as part of their regular vehicle safety routine using the simple ACT message:
A – Air Pressure Check tyres are inflated to the vehicle manufacturer’s recommended pressure.
C – Condition Inspect for cuts, bulges, cracks or embedded objects.
T – Tread
Ensure tyres meet legal tread depth requirements and are free from uneven wear.
The campaign also highlighted collaborative work with partners including Good Egg Safety CIC and local Vision Zero programmes, helping families access practical vehicle safety advice and free safety check events.
Supporting Motorcycle Safety Through Operation Apex
TyreSafe proudly supported the National Police Chiefs’ Council’s Operation Apex campaign throughout June, reinforcing the importance of tyre safety for motorcyclists.
The campaign followed the publication of new Government casualty figures showing a concerning rise in motorcycle fatalities, with rider deaths increasing by 13% in 2025 compared with the previous year.
Throughout the campaign, TyreSafe promoted the ACT tyre safety message for riders, encouraging pre-ride checks of:
Air Pressure
Condition
Tread
Alongside campaign communications, TyreSafe also provided a suite of free resources for riders, instructors, training providers, local authorities and road safety partners, including guides, posters, videos and social media assets.
The message remains simple: a few moments spent checking tyres before every ride can make a significant difference to safety.
TyreSafe’s flagship Young Driver Campaign will return throughout September, with renewed relevance following the publication of the Government’s new Road Safety Strategy and its increased focus on reducing deaths and serious injuries among young road users.
Running alongside NPCC Operation Spotlight (22 September – 5 October), the campaign highlights a critical message for newly qualified drivers:
Just two illegal tyres could cost a new driver their licence.
Drivers can receive a fine of up to £2,500 and three penalty points per illegal tyre. For those within their first two years of driving, six penalty points results in automatic licence revocation.
The campaign will also address a persistent knowledge gap identified through TyreSafe research, which found that more than half of drivers aged 17–24 are unaware they are legally responsible for the condition of the tyres on any vehicle they drive, regardless of ownership.
Campaign resources currently in production include:
Video content
Static social media assets
Social media posts and captions
Posters
Downloadable campaign materials
Resources will be made available shortly, and members will be notified as soon as assets are ready for download to support campaign planning, local activation and message alignment.
Tyre Safety Month 2026
ACT Before You REact
Planning is also well underway for this year’s Tyre Safety Month campaign.
Built around the theme “ACT Before You REact”, the campaign draws on behavioural research showing that many motorists experience near misses or “heart-in-mouth moments” but often fail to take preventative action afterwards.
The campaign encourages road users to turn those moments into positive action by carrying out simple tyre checks using the ACT message:
Air Pressure. Condition. Tread.
Campaign Assets
The campaign will be supported by a comprehensive suite of resources, including:
Hero Videos
Car Heart-in-Mouth Moment
Van Heart-in-Mouth Moment
Motorcycle Heart-in-Mouth Moment
Aquaplaning Awareness Video
Supporting Resources
Static social media graphics
Ready-to-use social media content
Posters and promotional materials
Four-week campaign schedule
Campaign implementation guide
Each week of the campaign will focus on a key behavioural insight identified through campaign research, helping partners engage audiences with evidence-led messaging and practical actions.
To support planning and local activation, campaign materials will be made available under embargo from 1 August 2026, allowing members and partners time to prepare communications and align activity ahead of launch.
Further details and download instructions will be shared in the coming weeks.
Thank You
Thank you for your continued support of TyreSafe and our mission to reduce tyre-related incidents on UK roads.
Whether through education, enforcement, advocacy or partnership working, your contribution helps us reach more road users, improve vehicle safety and support the delivery of the National Road Safety Strategy.
Together, we continue to make a difference.
Stay Connected
TyreSafe continues to work with partners across the UK to deliver evidence-led campaigns, practical guidance and collaborative initiatives aimed at reducing tyre-related incidents.
For resources, campaign materials and guidance, visit: www.tyresafe.org
How You Can Support TyreSafe
If you’re not already a member, we encourage you to consider joining TyreSafe. Your membership helps us drive forward our campaigns and initiatives to make our roads safer. Visit our website to learn more about becoming a member and supporting our mission.
