• 17 pieces of top tier coverage
• 147m online readership
• 6.78m print circulation
• 19 interviews across 29 stations with 5m listeners
• Coverage highlights: The Telegraph, The Times, The Sun, The Mirror and Good Morning Britain

The campaign

Almost 5,000 people were killed or seriously injured from a collision involving a young person in 2022. And one in five drivers will crash within a year of passing their driving test [Department for Transport].

Road safety organisation IAM RoadSmart wanted to raise brand awareness, highlight the need to upskill young drivers, and urge the Government to introduce a form of Graduated Driver Licensing (GDL).

I commissioned research from OnePoll looking into the driving habits of young motorists to generate the headline and press release: “Third of young drivers take selfies and film themselves behind the wheel.” This was shared with newswires PA News and South West News Service, securing more than 70 pieces of coverage across print, digital and broadcast, placing IAM RoadSmart at the heart of the debate about GDL.

IAM RoadSmart achieved enhanced brand awareness and a 380% increase in media reach compared to the same period last year. The Department for Transport also responded to the story, promising a new road safety strategy – the first in over a decade.

Click on the links below to read some of the coverage:

The Telegraph

The Times

The Sun