Case Study: IAM RoadSmart raises awareness of drug-driving with Red Marlin

IAM RoadSmart drives 160 million reach with Red Marlin

IAM RoadSmart, a leading UK road safety charity, faced the challenge of positioning itself as a leading voice on the critical issue of drug-driving. They engaged the PR agency Red Marlin to devise and lead a campaign to raise awareness and generate media coverage on this road safety topic.

Red Marlin's solution involved commissioning a major survey and creating targeted press releases to generate media stories. The agency also organized a broadcast day for spokespeople and engaged key government stakeholders. The results for IAM RoadSmart were significant, including over 100 media cuttings with a reach of 160 million and more than 12 TV and radio interviews. The campaign successfully put the issue high on the media agenda and even led to a question being raised in the House of Lords.

IAM RoadSmart