Getting Tire Smart on Electronic Highway Signs Many Ontario motorists noticed some important tire safety messages on electronic highway signs during their recent road trips. Since the beginning of the year, millions of drivers have been exposed to important messages regarding tire maintenance. From April to July, Be Tire Smart messages were displayed along the Gardiner Expressway and the Don Valley Parkway - two busy routes in downtown Toronto. During this time, approximately 2.9 million drivers passed the Be Tire Smart messages. Messages ran on signs owned by Tippet Richardson, Whirlpool and Inglis. Drivers were advised to "be tire smart" and measure their tire pressure once a month. They were also directed to the Be Tire Smart website. The Rubber Association of Canada and its Be Tire Smart campaign partners would like to thank these organizations for their generous donation of space on their electronic signs. Their support has helped educate millions of motorists about the safety, environmental and cost savings benefits associated with proper tire maintenance.