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