First TIA Consumer Education Video Hits the Airwaves - Tire Review Magazine

First TIA Consumer Education Video Hits the Airwaves

TIA has issued the first of four planned consumer-targeted tire care videos.

“Tire Safety Starts with Proper Tire Repair,” now posted on TIA’s YouTube channel (TireSafetyStartsHere) and at, explains why proper tire repair is necessary, as well as the basic guidelines, limitations and procedures for repairing tires.

The new video features a camera inside the tire so consumers can see what happens each time the tire makes a revolution, and a slow-motion view of what it looks like inside a tire when a nail pokes through the innerliner.

TIA plans to release three more “Tire Safety Starts With…” consumer education videos in 2013, including one that was recently shot that will deal with winter tires.

“While TIA has been primarily focused on technician training over the past decade, the TIA board recognized that we couldn’t continue relying on others to send the right messages to motorists,” said Randy Groh, TIA president. “Training is our top priority next to government affairs, so we decided to embark on our own consumer education campaign and take the lead in viral marketing.”

“TIA has always taken a lot of pride in the quality of our training videos,” said Kevin Rohlwing, TIA senior vice president of training. “Our programs are known for using creative images to make a point, and we are very pleased with the footage inside the tire. We hope it’s the type of video that will resonate with YouTube viewers and send the message that proper tire repair plays a vital role for tire safety.”

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