The TyreSafe Annual Briefing 2026, held on June 10th at The Belfry, was a landmark event celebrating 20 years of safety campaigning. The briefing attracted a record number of delegates, reflecting the growing commitment to tyre safety across the industry, enforcement and road safety communities. Attendees engaged with a packed agenda featuring expert speakers and the unveiling of the new Tyre Safety Month Campaign for October 2026.
Celebrating Excellence: TyreSafe Awards 2026 Winners
The TyreSafe Awards 2026 recognised outstanding contributions to tyre safety across various sectors. The winners (and judge’s comments) were:
Emergency Services Partner (sponsored by Bridgestone) awarded to Sussex Police Road Safety Team
“In this critical area, the judges were looking for an initiative that seamlessly combines robust frontline policing with innovative, preventative road safety outcomes. This year’s winner represents the gold standard for how enforcement agencies can proactively save lives.
Through targeted roadside operations and pioneering digital enforcement tools, this team has been relentless in identifying and penalising dangerous tyre defects before they lead to serious collisions. Their strategic, data-led approach ensures that unroadworthy vehicles are systematically removed from our roads, establishing a vital blueprint for roads policing across the nation.”
Innovation & Technology (sponsored by Hankook) awarded to Autogem Invicta Ltd
“The judges noted that true innovation in our sector is not defined solely by the technology we create, but by the people we empower to use it. In an increasingly complex automotive landscape, this year’s winning entry bridges the gap between sophisticated vehicle systems and real human engagement.
To close the critical knowledge gap surrounding Tyre Pressure Monitoring Systems across the UK aftermarket, this organisation moved beyond traditional, one-off training. They created ‘Under Pressure’—a pioneering national competition and continuous learning ecosystem that has fundamentally transformed how technicians understand, engage with, and accurately diagnose safety-critical systems.
By turning regulatory compliance into an inspiring, high-profile arena for technician empowerment, they are raising standards at scale and ensuring safer outcomes for millions of motorists.”
Tyre Manufacturer (sponsored by Payment Assist) awarded to Bridgestone UK
“In this highly competitive category, the judges were looking for an organisation that could bridge the gap between high-level digital awareness and grassroots, on-the-driveway action. This year’s winner achieved exactly that, delivering tyre safety impact at a truly staggering scale.
Through more than 25 nationwide activations—spanning supermarket car parks, community events, and the Donington Park Driving Experience—they succeeded in reaching over 24 million people. What particularly blew the judging panel away was their depth of internal buy-in: their own colleagues volunteered over 10,000 minutes of their time to support the cause. With over 10,500 physical tyre checks completed, they didn’t just talk about being road safety heroes; they went out and proved it.”
Online & Social Media (sponsored by Michelin) awarded to The Motor Ombudsman
“For the Online and Social Media category, the judges were looking for a campaign that masterfully blended digital reach with consumer trust. This year’s winner used the power of social media and online platforms not just to build noise, but to drive profound, life-saving awareness.
By utilising highly strategic, engaging digital content alongside easily accessible information hubs, they broke down complex tyre safety regulations into clear, actionable advice for everyday motorists. Their online presence succeeded in turning routine vehicle maintenance into an active, positive digital conversation that reached millions across the UK.”
Retailer (sponsored by Pirelli) awarded to Protyre Autocare
“The Retailer of the Year category demands an organisation that demonstrates true leadership, consistent network-wide standards, and an unwavering duty of care to every single customer who drives onto their forecourts. This year’s winner has set an extraordinary benchmark for the entire fast-fit industry.
Responding proactively to data showing that many motorists delay vital tyre changes, they introduced a standardized, comprehensive 25-point Vehicle Health Check across their entire national network. The numbers speak for themselves: by identifying hidden defects, they are successfully removing an astonishing 7,000 illegal tyres from UK roads every single month.
Combined with their outstanding transparent pricing and a world-class reputation for honesty that has earned them thousands of five-star customer reviews, they are truly leading the way in retail excellence.”
Tyre Safety In the Community (sponsored by TreadTracker) awarded to Halfords
“The judges noted that community safety initiatives are at their most powerful when they combine robust evidence with accessible, widespread action. This year’s winning entry serves as an absolute benchmark for how a national retailer can lead a grassroots movement.
By partnering with independent academics at Cardiff University, they uncovered critical safety insights regarding the second-hand car market, showing that 1.2 million vehicles are sold annually with unsafe tyres. They then translated this data into brilliant, relatable advocacy with their ‘Hang-Up Worn Tyres’ campaign—even bringing competitors together to secure a landmark 10-minute feature on BBC Breakfast.
Combined with delivering thousands of free tyre checks across their massive national footprint, and by providing support for community engagement events, they have removed both financial and psychological barriers to tyre care for millions of motorists.”
Communications (sponsored by TyrePress) awarded to Pneumatic Components Ltd (PCL)
“The judges noted that exceptional communication is about clarity, consistency, and making a critical safety message completely unforgettable. This year’s winner used a brilliant, highly relatable approach to fit life-saving tyre care directly into the busy daily lives of the British public.
With creative, highly effective messaging—reminding drivers that checking their tyres takes no longer than brewing a cup of tea or listening to a festive song—they successfully stripped away the complexity of tyre maintenance. Their outstanding campaigns proved that small, regular actions can make a monumental difference to road safety.”
Road Safety Individual (sponsored by Yokohama) awarded to Brad Mawson (Safer Roads Greater Manchester)
“The Road Safety Individual award recognises an extraordinary person who goes above and beyond their daily remit to champion the tyre safety message with unyielding passion, energy, and leadership. This year’s winner has done exactly that, acting as the driving force behind a landmark movement in his region.
Tasked with launching the first-ever multi-agency tyre safety checking event in Greater Manchester, this individual didn’t just coordinate a calendar date—he inspired a community. Through his exceptional ability to forge strong industry partnerships, he successfully united Greater Manchester Police, local authorities, and key tyre safety experts under a single, cohesive banner.
His meticulous planning and infectious enthusiasm not only secured critical media attention to amplify the campaign’s reach but also paved the way for successive, sustained safety operations across the region. He is a phenomenal credit to his organisation and a true champion for safer roads.”
Road Safety Organisation (sponsored by Halfords) awarded to Driven To Improve Ltd (My Learner Driver)
“The judges were looking for an organisation that pushes past basic technical driving skills to tackle the deeper complexities of behavioural science and cognitive change. This year’s winner did exactly that through a beautifully designed digital curriculum.
By focusing on hazard prediction, risk awareness, and self-reflection well before a novice driver even turns an ignition key, this initiative builds vital, lifelong safety habits. Furthermore, the judges were highly impressed by its ‘parallel impact’ strategy—using the learner’s education as a ‘Trojan Horse’ to subtly refresh the road safety and tyre maintenance knowledge of the supervising parents at the family table.
Add to this the extraordinary personal dedication of the founder, who invested £100,000 of her own tuition salary to build the platform from scratch, and you have an initiative that truly embodies the spirit of road safety.”
Road Safety Partnerships (sponsored by Kumho) awarded to Shropshire Fire & Rescue Service
“The judges noted that the most successful partnerships are those that understand the psychology of their audience, moving away from fear-based messaging toward interactive, hands-on discovery. This year’s winning partnership focused its efforts on a critical risk group: our young and pre-drivers.
Delivered across major educational and military hubs, this initiative successfully integrated tyre safety into a wider Safe System approach. Through their brilliant ‘The Good, The Bad and The Ugly’ visual tyre displays and the practical ‘POWDERY’ vehicle check framework, they didn’t just tell young people how to stay safe—they gave them the physical tools and gauges to discover it for themselves.
By uncovering vital baseline data—proving that only 53% of participants originally knew the legal tread limit—this partnership has demonstrated exactly why targeted, collaborative intervention is so desperately needed.”
Small Tyre Retailer (sponsored by Blackcircles) awarded to TMT Tyres
“The Small Tyre Retailer Award is presented to TMT Tyres, a mobile tyre fitting business covering Devon and Cornwall, led by proprietor Thomas Taylor.
While Thomas did not actually enter the awards himself, the judging panel felt his exceptional commitment to his local community deserved special, formal recognition. Thomas has built an outstanding partnership with Devon County Council, regularly volunteering his time, expertise, and equipment entirely at his own expense to educate the next generation of drivers.
At the Learn2Live event in Torquay, in partnership with Vision Zero South West, he conducted public tyre inspections that identified critical safety risks—including tyres up to 17 years old and finding that 18% of vehicles checked were running on illegal or borderline tread. He followed this with a dedicated vehicle safety day for young drivers at Bicton College, and has actively partnered with his local Fire Brigade to offer free tyre checks during charity car washes.
Thomas proves that you do not need to be a large corporation to make a massive impact on road safety.”
Vehicle Manufacturer (sponsored by Continental) awarded to Toyota (GB) PLC
“The judges were captivated by this entrant’s distinct and highly sophisticated ‘inside-out’ strategy. They recognised a fundamental truth in advocacy: that before an organisation can effectively influence its customers, its own staff must first become authentic safety advocates.
Focusing their efforts on their national headquarters during Tyre Safety Month, this manufacturer moved far beyond standard corporate emails. They hosted expert-led TyreSafe talks, integrated interactive learning, and partnered with industry specialists to provide free, live tyre checks for employees’ vehicles right on-site. By turning a corporate initiative into a tangible benefit for their staff, they have successfully embedded a proactive safety culture into the core of their business.”
Special Recognition (sponsored by Air-serv) awarded to Pirelli UK Tyres Ltd
“The judging were impressed by an organisation that is quite literally rewriting the rules of tyre physics and safety engineering. As the only manufacturer still producing finished tyres in the UK, they have combined local responsibility with world-class technological leadership.
The judges felt it was vital to recognise a paradigm shift in how our industry prevents incidents. This recipient has successfully virtualised over 80% of their replacement tyre development, using advanced AI-predictive modelling to simulate aquaplaning and braking performance before a physical tyre is ever built. Furthermore, they have pioneered the ‘Cyber Tyre’—the world’s first sensor-embedded tyre capable of communicating live, safety-critical data directly to a vehicle’s electronic stability control systems.
For transforming a passive rubber component into an active, intelligent safety asset that is already protecting lives on UK roads”
Outstanding Achievement Award (sponsored by Micheldever) awarded to Warwickshire Road Safety Partnership
“The partnership was selected for its exceptional, strategic leadership in coordinating multi-agency road safety initiatives across the region. By bringing together local authorities, emergency services, and key enforcement bodies under a unified vision, they have successfully embedded the Safe System approach into local communities. The judges praised the partnership for its ability to deliver measurable safety outcomes, setting a clear and replicable standard for regional road safety collaboration across the UK.”
Lifetime Achievement Award (sponsored by TyreSafe) awarded to Lisa Scott
“This award is presented to an individual who has dedicated their career to the safety and well-being of road users, demonstrating decades of leadership, innovation, and passion.
This year’s recipient has been a driving force in road safety education, training, and publicity for forty years. Beginning her career in 1986 as a local authority Road Safety Officer, she went on to serve as Principal Road Safety Officer for Halton Borough Council. Her career has spanned crucial public health and rehabilitation work with local authorities and the National Offender Management Service, where she designed innovative educational packages for hard-to-reach groups.
For the past eleven years, she has served as the Regional Road Safety Programme Manager for the North West at National Highways. Academically trained in change management at Master’s level, she has applied her expertise to critical areas including casualty reduction, commercial vehicle safety, and workplace driving safety—all while working in close, continuous collaboration with TyreSafe.
For an outstanding lifetime of dedication to making our roads safer for everyone all while working in close, continuous collaboration with TyreSafe where she is also a highly valued and much respected member of the TyreSafe Steering Committee. ”
These accolades highlight the diverse efforts made to enhance tyre safety and awareness across the UK. Congratulations to all the winners.
Download the 2026 Briefing Brochure
Download Briefing Brochure PDF
2027 Briefing
Looking ahead, TyreSafe will soon be announcing the exact date (June) and venue of its next Annual Briefing. The event will feature a comprehensive day of insights, culminating in a gala dinner and the prestigious TyreSafe Awards ceremony.
Registration details will be posted on this website, on social media and to our newsletter subscribers soon (you can join our mailing list here). If you’d like to talk to us about exhibition packages, sponsorship, speaking opportunities or anything else, contact theteam@tyresafe.org