The Motor Ombudsman is pleased to announce that it has won the 2025 TyreSafe Online and Social Media Award for its ‘Make Time for Tyres’ campaign. The Ombudsman for the automotive sector stepped up to receive the coveted Michelin Tyre PLC-sponsored trophy at the tyre safety charity’s annual briefing and awards ceremony held at the National Conference Centre in Birmingham. The yearly event offers exclusive insight into tyre and road safety programmes by organisations across the country, and recognises initiatives which have driven positive change and awareness of this crucial area of the motoring landscape.
Launched at the 2024 UK Garage & Bodyshop Event, and ahead of the popular summer getaway, ‘Make Time for Tyres’ saw the two-tone blue ‘tick of reassurance’ found at the heart of The Motor Ombudsman’s logo, superimposed on to a clock face to denote the importance of consumers spending time checking their tyres. This formed the eye catching visual identity of the TyreSafe backed campaign across a suite of both digital and physical assets for consumers and vehicle repairers, which spanned posters and promotional items for garages, to social media graphics.
The multi platform initiative, which built on the existing library of resources on the subject of tyre safety available on The Motor Ombudsman’s website, was spearheaded by two media campaigns, giving ‘Make Time for Tyres’ widespread exposure in the press. The first targeted vehicle repairers across the UK to relay the importance of highlighting tyre safety to consumers, which was fronted by the prominent tyre safety influencer, Sophie Lyden, also known as ‘The Tyre Lady’, driving valuable social media engagement and conversation.
With the support of TyreSafe and the British Tyre Manufacturers’ Association (BTMA), the second phase of media activity saw the first time calculation of the value of tyre rubber lost to under inflation caused by driver neglect. This amounted to a staggering £112 million every year, a story which made the headlines across the national press and beyond.
Bill Fennell, Chief Ombudsman and Managing Director of The Motor Ombudsman, said: “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.”
Bill 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.
“We look forward to continuing to support TyreSafe in their ongoing work to reinforce the message that tyre safety should always be front of mind, whilst equally emphasising the crucial role that our nationwide Motor Ombudsman-accredited network of repairers plays in helping consumers keep their vehicles in a legal and roadworthy condition on a daily basis.”
Stuart Lovatt, Chair at TyreSafe, explained: “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.”
Source: Tyretradenews
