Young Drivers | TyreSafe

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TYRESAFE NEW DRIVERS CAMPAIGN

[vc_column_text css=””]Supporting the NPCC’s Fatal Four Young Drivers Focus[/vc_column_text]

Purpose

[vc_column_text css=””]This campaign aligns with the NPCC’s Fatal Four Young Drivers focus, aiming to raise awareness among new and young drivers about the critical importance of tyre safety. The campaign will educate new drivers on how neglecting tyre maintenance can lead to severe legal, financial, and safety consequences.[/vc_column_text]

Why this campaign exists

[vc_column_text css=””]New drivers are often unaware of the risks associated with driving on unsafe or illegal tyres, in fact, our research suggests three in five young drivers NEVER check their tyres. Given the heightened risk of incidents involving young drivers, particularly in the early years after passing their driving tests, this campaign is crucial in highlighting the importance of tyre safety as a fundamental part of responsible driving.

The campaign has been developed by TyreSafe with the support and expertise of their partners MSA GB, Fresh Drivers UK and FirstCar.

The campaign will support efforts to reduce road fatalities and injuries by ensuring young drivers understand the laws surrounding tyre safety, the penalties for non-compliance, and the practical steps they can take[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_single_image image=”14304″ img_size=”full” css=””][/vc_column][/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1726152031271{padding-top: 20px !important;padding-bottom: 20px !important;background-color: #F7F7F7 !important;}”][vc_column width=”1/2″][vc_single_image image=”14319″ img_size=”full” css=””][/vc_column][vc_column width=”1/2″]

Campaign objectives

[vc_column_text css=””]• Increase Awareness. Educate new and young drivers on the legal requirements for tyre safety and the risks associated with illegal or unsafe tyres.

• Promote Responsible Driving. Encourage new drivers to adopt regular tyre maintenance habits.

• Highlight Consequences. Emphasise the legal and financial repercussions of driving with unsafe or illegal tyres, including fines, penalty points, and potential loss of licence.

• Support NPCC Initiative. Align with and support the NPCC’s Fatal Four focus by providing targeted messaging that resonates with the young driver demographic.[/vc_column_text][/vc_column][/vc_row][vc_row full_width=”stretch_row” equal_height=”yes” css=”.vc_custom_1726152070983{padding-top: 20px !important;padding-bottom: 20px !important;background-color: #FFFFFF !important;}”][vc_column width=”2/3″]

Key messaging

[vc_column_text css=””]1. Tyre Safety is Essential for New Drivers
• Driving with unsafe or illegal tyres can result in significant penalties, including fines, points on your licence, and even losing your licence.
• Regular tyre checks are a crucial part of responsible driving and road safety.

2. Understanding the Law
• The legal minimum tread depth is 1.6mm, but it’s safer to replace tyres before they reach this limit.
• Driving with illegal tyres can lead to a fine of £2,500 and three penalty points per tyre.

3. Consequences of Neglect
• New drivers face a probationary period of two years, during which accumulating six or more penalty points will result in the loss of their licence.
• Penalty points for unsafe tyres carry over from provisional to full licences and can significantly impact insurance premiums.

4. Practical Advice
• Regularly check tyre tread depth, condition, air pressure, and age.
• When buying a first car, ensure the tyres are in good condition and meet legal standards.[/vc_column_text]

Target audience

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Primary. New drivers aged 17-24, particularly those within their first two years of driving.
Secondary. Parents of new drivers, driving instructors, and educational institutions.

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Campaign assets

[vc_column_text css=””]1. Toolkit
A comprehensive guide to the campaign, including key messaging, objectives, and asset descriptions.

2. Press Release
A ready-to-use press release announcing the campaign and its goals, designed for distribution to media outlets and partner organisations.

3. Posters
Visually engaging posters highlighting key messages, suitable for display in driving schools, educational institutions, and community centres.

4. Leaflet
A detailed leaflet that explains tyre safety laws, the consequences of non-compliance, and practical advice for maintaining safe tyres. Ideal for distribution at events, driving schools, and through partner organisations.

5. Social Media Assets
Ready-to-use graphics and posts for Facebook, X (formerly Twitter), Instagram and LinkedIn, designed to engage young drivers with eye-catching visuals and concise messages.

6. Call to Action Videos
Four short videos featuring Andrew and Amy, focused on the importance of tyre safety, the consequences of ignoring tyre maintenance, and practical advice for new drivers.

7. Static Images
A selection of static images available from the shared drive, featuring tyre safety tips, legal information, and campaign branding, for use in social media posts and digital communications.[/vc_column_text][/vc_column][/vc_row]