Published by isobel.regan@dontpanicprojects.com
Published Date 05.08.2024 
Red Marlin is a leading automotive PR and marketing agency which partnered with a leading UK road safety charity to raise awareness of, and improve, motorcycle rider safety.
The thought-provoking campaign with IAM RoadSmart revealed some startling results, possibly none more so than motorcyclists account for 1-in-5 deaths on UK roads despite comprising only 1-3 per cent of vehicle registrations.
However, countless lives could be saved if more motorcyclists wear innovative air jackets that inflate in a fraction of a second – and this is the central message in the shortlisted Best Not-for-Profit Campaign (Small) entitled ‘Giving airtime to rider safety’.
Using original research and data-driven insights, Red Marlin found that one of the reasons that as few as 1-in-25 motorcyclists own air jackets, which essentially act like an airbag, is cost.
Armed with this vital research, Red Marlin created a strategic campaign for IAM RoadSmart to ask government to grant air jackets a 0 per cent VAT rating (in line with other personal protective equipment).
This simple act would significantly make them more affordable and accessible for riders.
Lee’s amazing story – ‘I wouldn’t be alive today without my air jacket’
To highlight how incredibly important air jackets are, the campaign highlighted the incredible story of a man called Lee Vigour whose life was saved by wearing such a jacket following a collision with another vehicle at over 50 miles per hour.
Lee commented: “For me there is no doubt that without my air jacket, I wouldn’t be alive today. You hope you never have to need it, but I now see an air jacket as an essential piece of kit for anyone who rides a motorcycle.”
Working with someone who had been saved by an air jacket was at the heart of the campaign to overcome a historic lack of engagement in this sector.
Giving our time to motorcycle safety
The human-interest aspect paid dividends, and the results of the media campaign were amazing, surpassing the campaign goals.
Lee’s story generated coverage including BBC and the Daily Express, together with being featured in respected motorcycle news sources Superbike News and The British Motorcyclists Federation.
It was also a key part of a wider 3-month campaign of other activity highlighting the vulnerability of motorcycle riders, that achieved more than 50 pieces of online and print coverage, reaching an audience of 95.9m in total.
A significant number of broadcast interviews were also secured by Red Marlin – 20 in total, achieving a reach of over 19m.
Among the broadcasting outlets covering the campaign were the BBC, ITV, Greatest Hits Radio and GB News.
A campaign that went beyond the news
As well as focusing on Lee’s survival story, Red Marlin was also keen to utilise its industry knowledge and contacts to highlight the ‘Giving airtime to rider safety’ campaign among other key stakeholders and engage with government.
This included leading an industry summit and creating a coalition of supporting organisations to stand behind IAM RoadSmart’s call to action, at the same time engaging with MPs on the issue. Red Marlin also created a toolkit to help IAM RoadSmart’s local groups share the message with their communities.
Following this activity, and the success of Lee’s story, sufficient public awareness had been built to launch a government petition.
The petition reached over 11,000 signatures (at 10,000 signatures the government is required to respond).
In its response the government stated that it is committed to the safety of motorcyclists and introduced a zero-rate of VAT on motorcycle helmets. It also said that while motorcycle vests are not included, it keeps all taxes under review.
In addition to the success of the media campaign and government petition, it solidified a commercial partnership with an air jacket distributor, while there’s been continued public engagement through the use of campaign materials targeted at local rider groups.
Starting conversations on motorcycle safety
Danny Rughoobeer, managing director and founder of Red Marlin, was keen to praise his team and the success of the campaign with IAM RoadSmart.
Danny said: “The campaign had a simple, but vitally important, target to save the lives of motorcyclists. The Red Marlin team went above and beyond to ensure the message reached as many people as possible, while also ensuring that key stakeholders were engaged throughout the process.”
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.”
Meanwhile, Peter Riley, MD of Helite which distributes air vests and air jacket protection, said: “Critical steps have been taken to bring this all-important issue to the forefront of public consciousness and policy consideration.”
James Beddows, RideTo MD, said: “IAM RoadSmart’s campaign has enabled eminent organisations from across the motorcycle industry to join forces and ensure that our voices are finally heard loud and clear.”
Craig Carey-Clinch, executive director of the National Motorcyclists Council and also chair of the Motorcycle All Party Parliamentary Group (APPG), added: “The IAM RoadSmart campaign has shone a spotlight on key areas of safety and transport policy which are long overdue proper attention.”
For more information about Red Marlin, visit www.redmarlin.co.uk or to get in touch with the team click here.
