The Rubber Association of Canada is pleased to announce the 2007 National Be Tire Smart Week from May 14 through to May 20. The week is part of the annual Be Tire Smart Campaign to educate Canadian motorists on the benefits of tire maintenance and its contribution to the environment and our families’ safety on the road. According to a tire industry survey, 70% of Canadians are driving on at least one mis-inflated tire of which 23% are under-inflated by 20% or more. Severe under-inflation will lead to premature tire wear, reduced fuel efficiency and may lead to tire failure. “Almost all Canadians agree and recognize the importance of proper tire maintenance but few take the time to measure their tire pressure monthly which is so important to the overall safe and efficient operation of their vehicle,” Says Glenn Maidment, President of the Rubber Association of Canada. “Be Tire Smart Week is an opportunity for the tire industry, including retailers, distributors and manufacturers to remind motorists about the importance of tire maintenance, and to check their tire pressure at least once a month” adds Maidment. As part of Be Tire Smart Week, tire retailers and other campaign partners across the country are encouraged to register with the campaign and in return will receive educational materials to distribute and promote proper tire care to consumers and motorists. For more information or to register for Be Tire Smart Week visit www.betiresmart.ca.