Case Study - Tyred - OPEN Media

About the campaign.

Zoe Wallace	Campaign Manager
Campaign	Tyred
Running Date	December 2017 – Present (Intermittent)
Sites	Victoria St, Barratt House, Hotel Football

Campaign objectives.

Tyred exists to save lives by banning tyres older than 10 years from use on public vehicles in the UK. The Tyred message is very clear: Old Tyres Kill.

In 2012, a coach transporting young people back from a music festival crashed. Michael Molloy 18, Kerry Ogden 23 and the driver Colin Daulby, tragically lost their lives, and many more to suffered life-changing injuries. The crash was caused by a 19.5 year old tyre.

The 10-year-old safe age limit on tyres has been ignored by the government until now. With relentless multi-platform campaigning, Tyred aims to raise public awareness, change the law and, ultimately, save lives.

The Tyred campaign on the Hotel Football Digital Screens

How OPEN helped.

OPENs OOH screens were vital because of their wide reach. Digital screens provided us with the ability to quickly turn around campaign messages, promoting different elements at various stages of the campaigning process.

In fact, Transport Minister, Jesse Norman, reported that he had seen the message on OPEN’s Manchester screen, Hotel Football. This was crucial as he is the central decision maker in changing legislation on this matter.

Zoe WallaceTyred Campaign Manager

The Tyred campaign on the Victoria Street Digital Screen

Impact.

As a direct impact of the Tyred campaign, the government are now consulting on new legislation to change the law, introducing a 10 year age limit on vehicles including, busses, coaches, HGV’s and other heavy duty vehicles. This is a huge achievement for the campaign and marks the next step to making our roads safer and importantly preventing loss of lives.

UPDATE

As of 1st February 2021, new legislation came into force to ban the use of tyres 10 years of older on buses, coaches, minibuses & goods vehicles. We’d like to send a huge congratulations to the inspirational Frances Molloy and all those who have been involved in the Tyred campaign over the years on their momentous achievement.