CJAM has just launched a brand new campaign for TyreSafe – together with young driver insurer ingenie – to help encourage young drivers to take better care of their tyres. Having commissioned a survey into young drivers’ attitudes to tyre maintenance, we discovered that there’s an alarming lack of maintenance taking place and what’s more, a lack of knowledge about what should be done and the consequences of neglecting your tyres.
More than a third of drivers surveyed, who were aged 18-25, had never checked their tread depth, while a quarter confessed to never having checked their tyre pressures. Nearly half of the drivers admitted they hadn’t been shown how to look after their tyres and a massive 85% were unaware that the maximum fine for driving on an illegal tyre was £2,500. The alarming findings of the survey make it all the more important that today’s youngsters start taking tyre safety seriously.
So, that’s where we come in. The campaign we’re running for TyreSafe with ingenie focuses on showing young drivers just how simple tyre maintenance is, and importantly, highlighting the safety and legal consequences of poor tyre care.
The centrepiece of our campaign is a video starring BBC Outnumbered actor and ingenie video blogger Tyger Drew-Honey, who has recently passed his driving test. During the six-minute film, Tyger quizzes two fellow young drivers on their tyre knowledge, only to find that they get all the answers wrong. He then brings in British Formula 3 champion Jordan King, who explains the importance of correct tread depth and brings the consequences to life by performing a dramatic emergency stop on a wet race track. This shakes the young drivers and they leave determined to check their tyres regularly.
We’ve also created a striking infographic in support of the campaign, detailing all the results of the survey, and we’re now in full flow promoting the video and the infographic via social media. And we have some stellar support too, from celebrities including Gary Lineker, who spoke about the campaign on Sky News yesterday, as well as BBC presenter Natalie Pinkham and former England rugby player Will Greenwood. We’ll keep you posted on the results.
Are you thinking of running a social media campaign? Give our team a call on 01787 226995 to find out how we can help you maximise your reach and really get people talking.
