Tyred, the campaign calling on the government to ban the use of dangerously old tyres on passenger service vehicles, has been presented with a Northern Marketing Award for Best Not-For-Profit Campaign, by Prolific North.
The campaign was set up following a coach crash in 2012, which was transporting young people home from a music festival. The incident caused three people to tragically lose their lives, and many more to suffer life changing injuries. A later inquiry into the crash revealed that it was caused by a tyre that was 19.5 years old.
Currently, there is no law that prevents irresponsible operators from using dangerously old tyres, despite the fact that tyres are the single largest contributing factor when causalities arise from vehicle failings on UK roads.
Frances Molloy, who lost her son, Michael, in the crash at just 18 years of age – one year younger than the tyre that caused his death – has since campaigned tirelessly, with support from local MPs, to introduce a Bill into parliament that would prevent tyres older than 10 years from being used on buses and coaches in the UK.
In 2017, we launched the campaign with Frances, to support her in her fight. Working on a pro-bono basis across our four departments: strategy, creative, digital and campaigns, we created a brand identity for the campaign, brand assets, online tools, explainer videos, out of home advertising imagery, print advertising spreads, social media accounts, press activity, events and more.
We have also worked to build relationships with key influencers and secure partnerships with bus operators, events and festivals, including Bestival, National Express, Big Green Coach Company, The Association of Independent Festivals and Unite the Union.
To date, the campaign has been featured on BBC Radio 4, BBC Radio 5 Live, BBC News, Channel 5 News, ITV News, The Victoria Derbyshire Show, The Daily Mirror and The Liverpool Echo as well as in major trade publications, to help raise awareness among key target audiences.
Throughout this activity, the campaign has been underpinned by simple yet effective strapline: #oldtyreskill.
The campaign has received an incredibly amount of support from influential individuals and groups, and accolades such as this one are testament to the power of Tyred, but we still have more to do.
The campaign will continue until we meet our objective, but with every tweet of support, news interview, petition signature and website click, we are one step closer to making sure that another person does not lose their life due to dangerously old tyres. Together, we will change the law.
To learn more about Tyred, visit: http://www.tyred.org.uk