The Tire Industry Association (TIA) has presented its Leadership Award to Jonathan Morrison, Administrator of the National Highway Traffic Safety Administration, in recognition of his support for roadway safety and TIA’s inaugural Roadside Service Safety Week. TIA CEO Richard “Dick” Gust and Vice President of Government Affairs Roy Littlefield IV met with Morrison at the U.S. Department of Transportation headquarters in Washington, D.C., on July 9, 2026. The association said the award recognizes Morrison’s role in helping raise public awareness of roadside service safety, including the need for motorists to slow down, move over and remain alert when approaching tire service professionals and other roadside workers.

Award follows support for roadside safety campaign

Earlier this year, Morrison recorded a public service announcement supporting TIA’s Roadside Service Safety Week. The message encouraged drivers to slow down, move over and use caution when approaching roadside service professionals. TIA said Morrison’s participation helped strengthen the campaign and brought additional attention to the risks faced by workers operating along U.S. roads and highways.

TIA and NHTSA discuss continued cooperation

During the meeting, Gust and Littlefield thanked Morrison for his partnership and discussed opportunities for continued cooperation between government and industry. Topics included public education on roadside safety, stronger protections for roadside service professionals through enhanced Move Over laws and broader collaboration on policies intended to improve roadway safety.

Rubber modified asphalt included in policy discussion

The discussion also addressed infrastructure-related opportunities, including the potential role of Rubber Modified Asphalt. The material is produced by incorporating recycled tire rubber into asphalt mixtures and is often discussed as a possible outlet for tire recycling materials, including crumb rubber. TIA included the topic as part of a wider conversation on roadway safety, infrastructure innovation and the tire industry’s role in public safety.

Association recognizes Morrison’s leadership

Gust said Morrison had been an important partner in helping TIA bring national attention to roadside safety. He said Morrison’s participation in Roadside Service Safety Week demonstrated a commitment to protecting roadside service professionals and supported the association’s efforts to increase awareness of the issue.

Roadway safety described as shared responsibility

Littlefield said roadway safety requires cooperation among public agencies, industry groups and motorists. He said collaboration with leaders such as Morrison can help raise awareness of the challenges facing roadside service professionals while advancing initiatives intended to make roads safer for all users.

TIA said it plans to continue working with NHTSA on initiatives that protect motorists, strengthen roadside safety awareness and support the tire industry’s commitment to public safety.

Article source: Traction News.