The Association Plus team undertook the management and rollout of the TyreSafe fully integrated, national campaign heading up a universal road safety initiative following the first COVID-19 lockdown. The campaign sought to make drivers aware of important precautions and checks required before resuming driving, raising awareness of the dangers resulting from unchecked tyres that have deteriorated during periods of being parked.
The ‘Ready for the Road’ campaign involved senior representatives from other key road safety organisations and the police and addressed some of the common travel scenarios faced by most drivers including resuming their commute, visiting relatives and returning to leisure activities and days out.
Association Plus incorporated digital and offline channels, targeting stakeholders and drivers alike, with designated materials developed for supporters to distribute on their respective channels. This included print materials, video content and a designated hashtag and an accompanying PR initiative and social media outreach.
The campaign culminated in a radio day where a representative from TyreSafe attended a series of scheduled interviews with national and local radio stations to extend the reach of the campaign into the millions nationwide, as Britain prepared to get #ReadyForTheRoad.