Institute of Advanced Motorists hires Forster for social media campaign

Forster Communications has been appointed by the Institute of Advanced Motorists, the UK road safety charity, to create a social media campaign to help motorbikers improve their skills and increase safety.

The aim is to increase sign-ups to its free rider checks and motorcycle safety courses.

The pitch was not competitive. Forster previously worked with the IAM in developing a digital and online drink-drive PR campaign called the ‘£50,000 pint’ for the Department of Transport in 2014.

Ben Schofield, comms manager at the IAM, said: "We knew we could trust [Forster] to come up with exciting ideas that would truly resonate with our audience."

The campaign goes live next week.

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