- 22 broadcast interviews with 39m listeners
- 200 online articles, 5 pieces in print
- Coverage highlights: Sky News Radio, ITV, Times Radio, Jeremy Vine Show, BBC News Online, The Independent and The Daily Telegraph
- Increased traffic to the IAM RoadSmart website, with engagement on social media
The campaign
According to research from UK road safety organisation IAM RoadSmart, more than half of motorists don’t know how much space to leave a cyclist when overtaking. With cyclists among the most vulnerable of road users, IAM RoadSmart wanted to run an awareness campaign educating people on how to ovetake a cyclist safely.
To see how much of an issue this was proving to be, I led an FOI investigation looking into the number of close passes that cyclists are submitting to the police – with shocking results. The research revealed that submissions of video footage showing poor driving have doubled from 7,249 in 2021 to 15,779 in 2024.
I led a cross-organisational campaign across PR, Marketing, Digital, Social Media and Product under the banner #NoMoreCloseCalls to maximise reach and engagement. We also partnered with CyclingUK, sharing social media platforms and assets like video and spokespeople. The story was shared with key contacts in the media, including Press Association, achieving 200 online articles.
I acted as lead spokesperson for IAM RoadSmart, carrying out two TV interviews and 20 radio interviews.
IAM RoadSmart achieved enhanced brand awareness through its first ever campaign advocating for cyclists, as well as establishing new partnerships with key players in the transport sector.
Click on the links below to read some of the coverage:
Daily Telegraph: Cyclists send record number of Jeremy-Vine style videos to police
The Independent: Record amount of dangerous driver footage handed to police by cyclists
Harriet Hernando PR 