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TyreSafe Awards 2021
[vc_column_text el_class=”subtext”]2022 saw the return of the TyreSafe Awards gala dinner. It took place at St George’s Park in the evening of 7th July 2022, following the TyreSafe Briefing.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=”2/3″]
2022 Winners
Safety in the Community
• Micheldever Tyre Services – Winner
Online & social media
• Protyre – Winner Large Organisation
• John Stone Tyres – Winner Independent Retailer
• Elite Tyres – Highly commended
Innovation & Technology
• National Highways – Winner
• John Stone Tyres – Highly Commended
Retailer
• Protyre – Winner Large Retailer
• John Stone Tyres – Winner Independent Retailer
Manufacturer of the Year
• Bridgestone Europe (UK office) – Winner
• Ford of Britain and Ireland – Highly Commended
Megan’s Story
• Outstanding Contribution to Tyre Safety – Lancashire Constabulary
• Outstanding Contribution to Tyre Safety – Lancashire FRS
General guidance
Video entries (maximum 3 minutes) will be accepted but please ensure you include all evidence, and when submitting supporting materials check the names of documents referred to in the video match the title of the document submitted. Download links for large files should be sent to theteam@tyresafe.org[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text css=”.vc_custom_1628773442387{padding-top: 32px !important;padding-right: 32px !important;padding-bottom: 32px !important;padding-left: 32px !important;background-color: #00456a !important;border-radius: 4px !important;}” el_class=”whitetext”]In your overview, entrants should provide as much information as possible to cover the key points below.
- The reasons you chose to undertake the campaign and objectives you set out to achieve (please include any research)
- Your target audience
- A description of your campaign/activities
- Details of your supporting materials (eg videos, marketing, publicity, photos)
- An evaluation of the results achieved
- Why you think your entry should win
TyreSafe will gladly accept additional supporting documentation for entries, which can be uploaded below.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row full_width=”stretch_row” disable_element=”yes” css=”.vc_custom_1658921321149{padding-top: 40px !important;padding-bottom: 40px !important;background-color: #f7f7f7 !important;}”][vc_column width=”1/3″]
Judging criteria
• The reasons you chose to undertake the campaign and objectives you set out to achieve (please include any research)
• Your target audience
• A description of your campaign/activities
• Details of your supporting materials (eg videos, marketing, publicity, photos)
• An evaluation of the results achieved
• Why you think your entry should win
TyreSafe will gladly accept additional supporting documentation for entries, which can be uploaded below.[/vc_column_text][/vc_column][vc_column width=”2/3″]
Scoring
General advice
Introduction: what is the issue you are addressing, how did you come to know of it and what did you decide to do to tackle it?
Be specific on why the particular area is addressed; your submission is expected to be driving tyre safety awareness and ideally changing behaviour; what judges are looking for is why you tackled this particular aspect of tyre safety and the results you achieved.
[/vc_column_text][/vc_tta_section][vc_tta_section title=”Be clear” tab_id=”1628776565431-951ac060-1dc6″][vc_column_text]Be clear: remember our judges may well not have encountered your campaign or activity before seeing the submission. What you did needs to be clear in their minds so don’t assume they know anything about the initiative beyond what you tell them.[/vc_column_text][/vc_tta_section][vc_tta_section title=”The submission” tab_id=”1628776573886-b9479d57-0328″][vc_column_text]The submission: while there are no marks are specifically awarded for how neat and tidy your submission is, there are obvious benefits to laying out your submission in as clear and easy to follow format as possible. The judges receive a large number of submissions and the ones which typically stand out are the ones which are well laid-out and therefore easily remembered.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Follow the criteria” tab_id=”1628776583312-3e8a2885-76c8″][vc_column_text]Follow the criteria: it may sound obvious but this is essential. The criteria have been established to make direct comparison between submissions possible, so they need to be followed. We may have used different terms to those you might and that may be causing you uncertainty as to what part of your initiative should be detailed under which section. If that is the case, you are welcome to ask us for clarification.[/vc_column_text][/vc_tta_section][vc_tta_section title=”What makes a successful initiative?” tab_id=”1628776594284-2590e653-f4cd”][vc_column_text]Success means different things to different people and often will vary depending on the initiative. However, it’s very common to set out on task ‘because it needs doing’ without a clear framework of how you might measure success. Simply having undertaken a task is not an outcome: ultimately you want to be able to demonstrate what has changed as a result of your activity that otherwise wouldn’t have done. Having read your submission, will the TyreSafe judges be able to clearly understand ‘this is where you started from, and this is where we are now’?[/vc_column_text][/vc_tta_section][vc_tta_section title=”How did you measure success?” tab_id=”1628776616104-0e147157-f272″][vc_column_text]Ultimately, our objective is to encourage drivers who currently do no check their tyres to do so at least once a month and before long journeys, and ensure their vehicles’ tyres are in roadworthy condition. Achieving this would result in ‘behaviour change’. We’re well aware that proving an organisation’s activities directly and exclusively resulted in behaviour change is notoriously difficult, particularly when addressing large audiences.
As such, be selective and realistic in what you can prove. You should benchmark these at the beginning so you can demonstrate the difference made by your initiative. For example, you wanted to educate young drivers but can you measure the problem that needed overcoming as you have a local survey that reveals 1 in 5 don’t know they can adjust tyre pressure and you set out to improve that awareness. Be clear when you detail what that issue or challenge was and quantify it.
- If you arranged an event, can you prove what attendees learned?
- Did feedback from attendees demonstrate what they learned?
- Did the number of impressions/Likes/engagement match with expectations?
- Did web traffic to a tyre safety page?
- If you sought engagement from a third party, was that achieved and what have been the outcomes?
‘Awareness’ and ‘engagement’ are terms frequently misused and misunderstood but at their most elementary they can be broadly defined as:
- Awareness – you have introduced your audience to a subject which they previously did not know about
- Engagement – your audience not only knows about the issue but your initiative has encouraged them to actively participate in it, whether through Likes on social media or attendance at an event, for example
A level playing field
The TyreSafe judging panel is made up of TyreSafe Trustees and well-respected, independent representatives of road safety organisations. Strict guidelines are adhered to, ensuring all submissions are fairly reviewed.
Some may be deterred from entering because they are concerned about competing against much larger organisations – please don’t be. The judges are fully aware of the demands on team resources required to undertake an initiative, and even make an award submission. Such issues are factored in when scoring.
What impresses the judge?
If you follow the guidance above, you’re in a strong position. Highly Commended and Outstanding Achievement Awards typically have the following:
- Over and above effort in meeting criteria
- Self-scoring
- Originality
- Extra points for behaviour change
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Entering the TyreSafe awards is free. The categories comprise:
- Safety in the Community
- Innovation & Technology
- Online/Social
- Tyre Retailer
- Manufacturer
In addition to these, awards for Highly Commended entries and Outstanding Achievement will be presented at the judges’ discretion.
Any questions about TyreSafe Awards can be addressed to theteam@tyresafe.org.
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Enter The Awards
Please complete the following:
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