Driving growth andnational impact for TyreSafe
A strategic communications overhaul that repositioned the UK’s tyre safety charity alongside the country’s major road safety bodies.
The challenge
A small charity with a national remit, competing for attention against government-backed campaigns.
TyreSafe needed its tyre safety message to reach drivers at scale, while building the credibility to sit alongside enforcement and road safety bodies. With a lean team and a full calendar of campaign moments, awards and briefing events, it needed an in-house-quality communications function without the overhead of one.
CJAM was appointed to run the secretariat and the full communications programme — strategy, design, press, digital and events — as a single accountable team.
Our approach
Four workstreams, one team, one calendar — so every campaign moment, publication and event reinforced the same message.
Secretariat & governance
Board and committee support, meeting management and the day-to-day running of the charity.
Campaign strategy
A single annual communications calendar aligning campaign moments, publications and events.
Design & publications
In-house design of campaign assets, the annual review and briefing materials.
Press & partnerships
Media relations and joint working with national road safety and enforcement bodies.
The outcome
TyreSafe became one of only two non-government organisations referenced within the National Road Safety Strategy 2026.
“The partnership gave us the reach of a far larger organisation, and the credibility to sit alongside the bodies setting national policy.”
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