#DriveJanuary campaign encourages ‘life-long tyre safety’

TyreSafe, the advocate for tyre safety, is seeking to transform the typical New Year’s resolution with the launch of its #DriveJanuary campaign.  The primary goal of #DriveJanuary is to instil a lifelong habit of checking tyres every month.

By framing tyre safety as a monthly routine, TyreSafe aspires to contribute to a safer road environment and create lasting behavioural change among drivers. This comes off the back of the TyreSafe 2023 Tread Depth Survey, which shows that almost half of UK cars have low or illegal tread.

TyreSafe will use #DriveJanuary as the campaign’s central hashtag across social media platforms. TyreSafe points to the the Forbes Health/One Poll survey, which suggests the average resolution lasts just 3.74 months.

Only 8% of respondents tend to stick with their goals for one month, while 22% last two months, 22% last three months and 13% last four months.