Every year, hundreds of millions of tyres reach the end of their useful life and most of them go nowhere useful (e.g., landfills, illegal stockpiles or worse, open fires). This study started from a simple but uncomfortable question: why are we designing expensive seismic protection systems while sitting on mountains of discarded rubber? The answer proposed here is a passive damping device built around recycled tyre rubber reinforced with steel bars. It is not a complicated system, and that is partly the point. Buildings in seismic zones need protection that is affordable, installable and available at scale, and waste rubber, it turns out, has mechanical properties that suit this purpose well. Testing showed strong energy dissipation under lateral loading, with deformation behaviour consistent with real earthquake demands. Beyond the structural performance, the environmental logic is straightforward: a material being burned or buried is instead doing structural work. This connects directly to SDG 9 (Industry, Innovation and Infrastructure), SDG 11 (Sustainable Cities and Communities) and SDG 12 (Responsible Consumption and Production), though the framing matters less than the practical outcome, i.e., fewer tyres in landfills, cheaper seismic protection and a demonstration that civil engineering can solve two problems at once rather than one at a time. Circular economy thinking, in this case, is less a philosophy and more just good engineering.