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New public education campaign launched on waste tyres

Tyre Stewardship Australia's public education campaign
Tyre Stewardship Australia (TSA) is using high-impact images of tyre stockpiles against Australian landmarks in a drive to raise awareness with the public about managing waste tyres.

After focusing on engaging the tyre industry first with participating in the National Tyre Product Stewardship Scheme, TSA is now targeting consumers with a nationwide education campaign to highlight the risks associated with mismanagement of waste tyres in Australia. The first adverts were launched in the December/January edition of Australian Tyre Dealer Magazine

The latest industry study confirms that Australia produces over 51 million end-of-life tyres (ELTs) each year, with only a very small proportion currently recycled domestically. However, such as large number of waste tyres is difficult for business and public consumers to understand, and as such the campaign aims to show consumers the relative size of the problem.

“It’s hard for people to comprehend what 51 million tyres looks like. So we did the calculations and put it in the cityscape of Melbourne and Sydney and it really demonstrates what we are up against with this issue,” said TSA CEO Matt Genever. “I think the Sydney example, with the iconic Opera House dwarfed by a mountain of discarded tyres, really brings it home for people who see the campaign.”

The print and online campaign will clearly illustrate the size of the challenge Australia faces in dealing with end-of-life tyres. It promotes the use of a TSA-accredited tyre supplier to help tackle the issue.

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