The Motor Ombudsman secures TyreSafe Online and Social Media Award for ‘Make Time for Tyres’ Campaign

The Motor Ombudsman secures TyreSafe Online and Social Media Award for ‘Make Time for Tyres’ Campaign

The Motor Ombudsman is pleased to announce its recent win of the 2025 TyreSafe Online and Social Media Award for its impactful ‘Make Time for Tyres’ campaign. The Ombudsman for the automotive sector accepted the Michelin Tyre PLC-sponsored trophy at TyreSafe’s annual Briefing and awards ceremony, held at the National Conference Centre in Birmingham.

This annual event serves as a platform to highlight advancements in tyre and road safety programmes across the UK, acknowledging initiatives that have successfully driven positive change and heightened awareness in this critical area of motoring.

The ‘Make Time for Tyres’ campaign was initially launched at the 2024 UK Garage & Bodyshop Event, just ahead of the busy summer holiday period. Its visual identity featured The Motor Ombudsman’s distinctive two-tone blue ‘tick of reassurance’ superimposed onto a clock face, a design intended to symbolise the crucial importance of consumers dedicating time to regularly inspect their tyres. This eye-catching visual was central to a comprehensive suite of both digital and physical assets developed for consumers and vehicle repairers. These assets ranged from promotional posters and items distributed to garages to various social media graphics, ensuring widespread visibility and consistent messaging across multiple touchpoints.

This multi-platform initiative strategically built upon The Motor Ombudsman’s existing library of tyre safety resources available on its website (TheMotorOmbudsman.org/Tyres). The campaign was further propelled by two distinct media campaigns, which were instrumental in securing extensive exposure for ‘Make Time for Tyres’ in the press and beyond. The first phase specifically targeted vehicle repairers across the UK, aiming to underscore the importance of their role in educating consumers about tyre safety. This part of the campaign was fronted by prominent tyre safety influencer, Sophie Lyden, widely known as ‘The Tyre Lady,’ whose involvement generated valuable social media engagement and fostered broader public conversation around the topic.

The second phase of media activity, conducted with the support of TyreSafe and the British Tyre Manufacturers’ Association (BTMA), saw a novel calculation undertaken: the financial value of tyre rubber lost due to under-inflation caused by driver neglect. This analysis revealed a staggering figure of £112 million lost every year. This compelling statistic captured national headlines and was widely reported across various media outlets. Such widespread coverage served to powerfully reinforce the critical nature of maintaining optimal and legal tyre conditions, directly linking it to the safety of vehicle occupants and other road users. The campaign underscored that proper tyre care is not just about compliance but is fundamental to road safety.

This latest accolade marks the second time The Motor Ombudsman has received TyreSafe’s Online and Social Media Award. Their previous win was in 2019 for a campaign that focused on increasing awareness of the benefits of winter tyres during colder weather and explaining their differences from summer and all-season compounds, demonstrating a consistent commitment to tyre safety education.

Bill Fennell, Chief Ombudsman and Managing Director of The Motor Ombudsman, expressed his satisfaction: “We are thrilled to have won the TyreSafe Online and Social Media Award in recognition of what we have achieved through our ‘Make Time for Tyres’ campaign, and we are very grateful for the support that we received from within the industry to bring this programme from a concept to the public eye.” He added: “We are also delighted to see the impact and the in-roads that this initiative has made, and continues to make, in driving home the importance of regular tyre maintenance and safety, for which there can never be too much promotion.” Fennell affirmed The Motor Ombudsman’s ongoing commitment to supporting TyreSafe’s efforts and highlighting the crucial role of its accredited repairer network in maintaining vehicle roadworthiness.

Stuart Lovatt, Chair at TyreSafe, commended the campaign: “The Motor Ombudsman’s ‘Make Time for Tyres’ campaign is a shining example of how innovative thinking and strategic collaboration can significantly amplify crucial safety messages. Their multi-platform approach, particularly the compelling revelation of the £112 million cost of under-inflated tyres, resonated powerfully across online and social media, driving widespread engagement and awareness. This campaign truly exemplifies excellence in leveraging digital platforms for vital public safety initiatives, and we are delighted to recognise its outstanding impact.”

For comprehensive information resources and tips on tyres from The Motor Ombudsman, please click here.

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