IAM RoadSmart, the UK’s largest independent road safety charity, has appointed automotive PR specialists, Red Marlin, as a retained agency to complement its in-house communications expertise.

Central to IAM RoadSmart’s plans to continue driving road safety forward, now COVID-19 travel restrictions are being eased, the appointment is part of plans to help raise awareness of the charity and its driver and rider training courses nationwide and aims to attract a broader, new audience.

Tony Greenidge, interim chief executive officer at IAM RoadSmart, said:

“Red Marlin joins us at a crucial time as we look to drive our commitment to reducing the number of people who are killed or injured on UK roads forward.

“With coronavirus travel and social distancing restrictions starting to ease, we understand that motorists and motorcyclists will be keen to refresh their skills and make sure they get back to the roads safely and with confidence.

“We want to do all we can to ensure all riders and drivers are aware of the support we can provide – for individuals and businesses – through the range of courses we offer.”

A highly impactful PR consultancy, Red Marlin’s current team is made up of automotive communications experts and journalists with a combined 60+ years’ experience.

Red Marlin has also previously worked with IAM RoadSmart on individual campaign projects and it will now be supporting in-house communications experts with an ambitious programme of publicity and promotion.

Liam O’Neill, commercial director at Red Marlin, said:

“With many motorists now taking to the roads for the first time in months, road safety is more relevant than ever. I look forward to working with IAM RoadSmart over the coming months to increase brand awareness and increasing its share of voice, helping to reduce UK road casualties.”

Meanwhile, for those who need a refresher as they return to their car or bike after an extended period off the road then IAM RoadSmart driver and rider assessments are available for members and non-members. Visit the IAM RoadSmart courses page for more information about all its on-road products.