National cross-media education campaign drives strong consumer recognition

The strong nationwide, consumer focussed, advertising campaign executed by TSA, in the latter part of 2017 first half of 2018, has delivered impressive levels of consumer awareness and engagement.

The multi-media campaign utilised national and state newspapers, radio, outdoor billboard, transit, online and digital platforms to highlight sustainable end-of-life tyre management that turns waste tyres into useful, and sometimes surprising, new products. All the advertising directed consumers to the purpose-built website, greentyreproject.com.au.

The program has resulted in an average of 65,000 unique site visits per month, 1,300 searches for accredited retailers per month and over 3,500 pledges to buy only from accredited tyre stores since November 2017.

The site clearly highlights the tyre brands and tyre retailers involved, thus ensuring that consumers attach the value of responsible end-of-life tyre management to participating businesses.

As part of its core objective of consumer education driving recognition of the TSA accreditation program, TSA has committed to continuing the public education campaign and expects equally strong levels of consumer engagement into the future.