HALIFAX, Nova Scotia — The Canadian Society of Association Executives (CSAF) has awarded its 2022 Award of Distinction to the Tire and Rubber Association of Canada (TRAC) for its 2022 spring media campaign.
The spring campaign was designed to raise awareness about proper tire maintenance and educate Canadian drivers about its benefits to driver safety, vehicle fuel economy and the environment.
The CSAF awards recognize outstanding achievement in association leadership, structure, and governance; and/or the planning and execution of internal, external and integrated programs that serve associations' members and/or engage external stakeholders and volunteers.
The award was presented during a ceremony held in Halifax on Oct. 20 at the CSAE 2022 annual conference.
TRAC CEO Carol Hochu said the group created a new messaging strategy this year for the spring campaign, "and with skyrocketing gas prices, our message struck a chord with the media with nearly 900 stories published, potentially reaching 565 million Canadians — or reaching every Canadian approximately 14 times over.
"TRAC is committed to serving its members who are leaders in the Canadian tire and rubber industry and educating the public and our stakeholders about all things tires, from tire maintenance to advantages of winter tires," she said.