IAM RoadSmart

Service Type: PR and communications campaign

The Challenge

The UK’s leading road safety charity, IAM RoadSmart, challenged Red Marlin to devise a PR campaign to raise awareness of, and improve, motorcycle rider safety.

The Solution

Red Marlin identified a key campaign opportunity; granting air jackets a 0% VAT rating (in line with other personal protective equipment) making them more affordable and accessible for motorcycle riders
Conducted research among riders along with data-driven insights and political insights to provide robust campaign narrative and arguments
Campaign brought to life by highlighting the powerful experience of a real motorcyclist whose life was saved by an air jacket
Hosted a live virtual summit for more than 30 influential motorcycle organisations to create a nationwide coalition to promote and support the campaign
Held a ‘broadcast day’, speaking to national TV and radio to amplify the campaign messages

The Results

Achieved over 50 pieces of media coverage in print and online reaching an audience of 95.5m, as well as 20 TV and radio interviews
BBC, ITV and national newspapers were among the media outlets which covered the campaign
A government petition, driven by public awareness from press activity, reached over 11,000 signatures prompting a response from government
The campaign went on to solidify a commercial partnership for IAM RoadSmart with an air jacket distributor
Continued public engagement through campaign materials and toolkits to local rider groups
Campaign received a significant PR industry accolade, winning the ‘Best Not-For-Profit’ award at the UK Agency Awards, with judges commenting: “This exemplary campaign not only highlights their dedication to social responsibility, but also sets a new standard for impactful and purpose-driven initiatives”
Lee Vigor, whose incredible story was shared in the campaign, said: “There is no doubt that I wouldn’t be alive today if it wasn’t for my air jacket. Air jackets are so important, and by delivering widespread coverage Red Marlin has made a significant impact on the lives of motorcyclists like me. Their media training prepared me for the numerous TV and radio interviews that followed, allowing me to share my story and advocate for motorcycle safety. It’s thanks to their support that my message reached a wider audience, and I’m immensely grateful for the opportunity to make a positive impact.”