{"id":244,"date":"2026-09-17T11:20:06","date_gmt":"2026-09-17T11:20:06","guid":{"rendered":"https:\/\/cjamwebdemo.co.uk\/?page_id=244"},"modified":"2026-09-17T11:26:48","modified_gmt":"2026-09-17T11:26:48","slug":"tyresafe","status":"publish","type":"page","link":"https:\/\/cjamwebdemo.co.uk\/?page_id=244","title":{"rendered":"TyreSafe"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row full_width=&#8221;stretch_row&#8221; el_class=&#8221;cjam-page-row&#8221;][vc_column]<div class=\"cjam-page cjam-page--case\"><section class=\"cjam-case-hero\"><img class=\"cjam-case-hero__img\" src=\"https:\/\/cjamwebdemo.co.uk\/wp-content\/uploads\/2026\/09\/publications.png\" alt=\"TyreSafe campaign publications, briefing materials and annual review\" data-parallax><div class=\"cjam-case-hero__shade\"><\/div><div class=\"cjam-shell cjam-case-hero__inner\"><nav class=\"cjam-crumbs cjam-crumbs--light\" aria-label=\"Breadcrumb\"><a href=\"https:\/\/cjamwebdemo.co.uk\/\">Home<\/a><span>\/<\/span><a href=\"https:\/\/cjamwebdemo.co.uk\/?page_id=232\">Our work<\/a><span>\/<\/span><span>TyreSafe<\/span><\/nav><span class=\"cjam-case-kicker\">Case study \u2014 Communications<\/span><h1 class=\"cjam-mask-title\"><span class=\"cjam-mask\"><span>Driving growth and<\/span><\/span><span class=\"cjam-mask\"><span>national impact for TyreSafe<\/span><\/span><\/h1><p class=\"cjam-page-lede\">A strategic communications overhaul that repositioned the UK\u2019s tyre safety charity alongside the country\u2019s major road safety bodies.<\/p><\/div><\/section><section class=\"cjam-case-meta\"><div class=\"cjam-shell cjam-case-meta__grid\"><div><span>Client<\/span><strong>TyreSafe<\/strong><\/div><div><span>Sector<\/span><strong>Road safety charity<\/strong><\/div><div><span>Services<\/span><strong>Secretariat, communications, events<\/strong><\/div><div><span>Engagement<\/span><strong>Ongoing retained partnership<\/strong><\/div><\/div><\/section><nav class=\"cjam-chapters\" data-chapters aria-label=\"On this page\"><div class=\"cjam-shell\"><a href=\"#challenge\" class=\"is-active\">The challenge<\/a><a href=\"#approach\">Our approach<\/a><a href=\"#outcome\">The outcome<\/a><a href=\"#contact\">Get in touch<\/a><\/div><\/nav><section id=\"challenge\" class=\"cjam-page-block\" data-chapter data-reveal><div class=\"cjam-shell cjam-chapter\"><h2>The challenge<\/h2><div><p class=\"cjam-page-lede\">A small charity with a national remit, competing for attention against government-backed campaigns.<\/p><p>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.<\/p><p>CJAM was appointed to run the secretariat and the full communications programme \u2014 strategy, design, press, digital and events \u2014 as a single accountable team.<\/p><\/div><\/div><\/section><section class=\"cjam-page-block cjam-page-block--tight\" data-reveal><div class=\"cjam-shell cjam-case-gallery\"><div class=\"cjam-media-card cjam-case-gallery__wide\"><img src=\"https:\/\/cjamwebdemo.co.uk\/wp-content\/uploads\/2026\/09\/panel.png\" alt=\"A TyreSafe briefing panel discussion on stage\"><\/div><div class=\"cjam-media-card\"><img src=\"https:\/\/cjamwebdemo.co.uk\/wp-content\/uploads\/2026\/09\/exhibition.png\" alt=\"Delegates at the TyreSafe briefing exhibition area\"><\/div><\/div><\/section><section id=\"approach\" class=\"cjam-page-block cjam-page-block--alt\" data-chapter data-reveal><div class=\"cjam-shell\"><div class=\"cjam-chapter\"><h2>Our approach<\/h2><p class=\"cjam-page-intro\">Four workstreams, one team, one calendar \u2014 so every campaign moment, publication and event reinforced the same message.<\/p><\/div><div class=\"cjam-inc-grid\"><div class=\"cjam-fx-card\" data-fx-card><div class=\"cjam-fx-card__glow\" data-fx=\"glow\"><\/div><div class=\"cjam-fx-card__bar\" data-fx=\"bar\"><\/div><span class=\"cjam-mono\">01<\/span><h3>Secretariat &amp; governance<\/h3><p>Board and committee support, meeting management and the day-to-day running of the charity.<\/p><\/div><div class=\"cjam-fx-card\" data-fx-card><div class=\"cjam-fx-card__glow\" data-fx=\"glow\"><\/div><div class=\"cjam-fx-card__bar\" data-fx=\"bar\"><\/div><span class=\"cjam-mono\">02<\/span><h3>Campaign strategy<\/h3><p>A single annual communications calendar aligning campaign moments, publications and events.<\/p><\/div><div class=\"cjam-fx-card\" data-fx-card><div class=\"cjam-fx-card__glow\" data-fx=\"glow\"><\/div><div class=\"cjam-fx-card__bar\" data-fx=\"bar\"><\/div><span class=\"cjam-mono\">03<\/span><h3>Design &amp; publications<\/h3><p>In-house design of campaign assets, the annual review and briefing materials.<\/p><\/div><div class=\"cjam-fx-card\" data-fx-card><div class=\"cjam-fx-card__glow\" data-fx=\"glow\"><\/div><div class=\"cjam-fx-card__bar\" data-fx=\"bar\"><\/div><span class=\"cjam-mono\">04<\/span><h3>Press &amp; partnerships<\/h3><p>Media relations and joint working with national road safety and enforcement bodies.<\/p><\/div><\/div><\/div><\/section><section id=\"outcome\" class=\"cjam-page-block\" data-chapter data-reveal><div class=\"cjam-shell\"><div class=\"cjam-chapter\"><h2>The outcome<\/h2><p class=\"cjam-page-lede\">TyreSafe became one of only two non-government organisations referenced within the National Road Safety Strategy 2026.<\/p><\/div><div class=\"cjam-stats-grid\" data-stats><div class=\"cjam-stat\"><span data-count data-to=\"350\" data-suffix=\"m+\">0m+<\/span><strong>Opportunities to see or hear<\/strong><small>Reach generated for the tyre safety message across the campaign period.<\/small><\/div><div class=\"cjam-stat\"><span data-count data-to=\"2\" data-suffix=\"\">0<\/span><strong>Non-government organisations<\/strong><small>Referenced within the National Road Safety Strategy 2026 \u2014 TyreSafe one of them.<\/small><\/div><div class=\"cjam-stat\"><span data-count data-to=\"5\" data-suffix=\"\">0<\/span><strong>National partners<\/strong><small>Working alongside National Highways, the NPCC, NFCC and RoSPA.<\/small><\/div><\/div><blockquote class=\"cjam-case-quote\"><p>\u201cThe partnership gave us the reach of a far larger organisation, and the credibility to sit alongside the bodies setting national policy.\u201d<\/p><footer>Client attribution to be confirmed with TyreSafe before publication.<\/footer><\/blockquote><\/div><\/section><section class=\"cjam-page-block cjam-page-block--alt\" data-reveal><div class=\"cjam-shell\"><div class=\"cjam-block-head\"><h2>More of our work<\/h2><a class=\"cjam-more-link\" href=\"https:\/\/cjamwebdemo.co.uk\/?page_id=232\">All case studies \u2192<\/a><\/div><div class=\"cjam-teaser-grid\"><a class=\"cjam-teaser\" href=\"https:\/\/cjamwebdemo.co.uk\/?page_id=245\"><div class=\"cjam-teaser__media\"><img src=\"https:\/\/cjamwebdemo.co.uk\/wp-content\/uploads\/2026\/09\/conference.png\" alt=\"British Academy of Audiology\"><\/div><div class=\"cjam-teaser__body\"><p class=\"cjam-eyebrow\">British Academy of Audiology<\/p><h3>A record-breaking annual conference<\/h3><\/div><\/a><a class=\"cjam-teaser\" href=\"https:\/\/cjamwebdemo.co.uk\/?page_id=246\"><div class=\"cjam-teaser__media\"><img src=\"https:\/\/cjamwebdemo.co.uk\/wp-content\/uploads\/2026\/09\/panel.png\" alt=\"EMWA\"><\/div><div class=\"cjam-teaser__body\"><p class=\"cjam-eyebrow\">EMWA<\/p><h3>An international conference with a difference<\/h3><\/div><\/a><a class=\"cjam-teaser\" href=\"https:\/\/cjamwebdemo.co.uk\/?page_id=247\"><div class=\"cjam-teaser__media\"><img src=\"https:\/\/cjamwebdemo.co.uk\/wp-content\/uploads\/2026\/09\/exhibition.png\" alt=\"AIMSE Europe\"><\/div><div class=\"cjam-teaser__body\"><p class=\"cjam-eyebrow\">AIMSE Europe<\/p><h3>Member experiences beyond the workplace<\/h3><\/div><\/a><\/div><\/div><\/section><section id=\"contact\" class=\"cjam-page-block\" data-chapter data-reveal><div class=\"cjam-shell cjam-case-cta\"><h2>Want a specific example for your sector?<\/h2><p>Our services span every facet of membership management. Tell us what you\u2019re trying to achieve and we\u2019ll share the closest comparable work.<\/p><div class=\"cjam-hero-actions\"><a class=\"theme-button\" href=\"https:\/\/cjamwebdemo.co.uk\/?page_id=233\">Get in touch<\/a><a class=\"theme-button cjam-btn--secondary\" href=\"tel:01787226995\">01787 226995<\/a><\/div><\/div><\/section><\/div>[\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row&#8221; el_class=&#8221;cjam-page-row&#8221;][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":0,"featured_media":0,"parent":232,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-244","page","type-page","status-publish","hentry","entry","no-media"],"_links":{"self":[{"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=\/wp\/v2\/types\/page"}],"replies":[{"embeddable":true,"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=244"}],"version-history":[{"count":1,"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/244\/revisions"}],"predecessor-version":[{"id":266,"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/244\/revisions\/266"}],"up":[{"embeddable":true,"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=\/wp\/v2\/pages\/232"}],"wp:attachment":[{"href":"https:\/\/cjamwebdemo.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}