IAM RoadSmart

Raise awareness and improve motorcycle rider safety through a targeted PR campaign.

Campaigned to grant air jackets a 0% VAT rating to make them more affordable
Used rider research, data, and political insights to build a strong narrative
Highlighted a real motorcyclist’s experience using a life-saving air jacket in a high-speed collision
Hosted a virtual summit to unite over 30 influential motorcycle organisations in a campaign coalition, and ran a broadcast day for TV/radio coverage

50+ media pieces reaching 95.5 million audience, including BBC and ITV
Government petition gained 11,000+ signatures, prompting an official response on the issue
Won ‘Best Not-For-Profit’ campaign at UK Agency Awards, with ongoing progress continued through a commercial partnership and campaign toolkits for local rider groups