TyreSafe Launches #DriveJanuary Campaign For Lifelong Tyre Safety

19 December 2023

As the New Year approaches, TyreSafe, the leading advocate for tyre safety, is set to transform the typical New Year’s resolutions with the launch of the #DriveJanuary campaign. Unlike fleeting fitness goals or financial ambitions, TyreSafe urges drivers to make a resolution that truly matters – committing to lifelong tyre safety with the #DriveJanuary challenge. The challenge is a play on the health and wellbeing #DryJanuary movement, but is easier to maintain throughout the year, and a realistic commitment to road safety that all motorists can make.

The primary goal of the #DriveJanuary campaign is to instil a lifelong habit of checking tyres once a month every month. By framing tyre safety as a monthly routine, TyreSafe aims to contribute to a safer road environment and create lasting behavioural change among drivers. This comes off the back of startling research by TyreSafe that revealed that almost half the UK cars on the road have low or illegal tread, according to the TyreSafe 2023 Tread Depth Survey.

TyreSafe will officially launch #DriveJanuary as the campaign’s central hashtag across social media platforms. The #DriveJanuary campaign distinguishes itself from traditional New Year’s resolutions by focusing on a commitment with lifelong implications. By encouraging drivers to adopt tyre safety as a monthly habit, TyreSafe aims to bring about a behavioural change that becomes second nature, contributing significantly to road safety.