Press campaign for IAM
Far from just churning out words, creative copywriters can come up with visual concepts to capture the imagination of your target audience.
I enjoyed working on this campaign for the Institute of Advanced Motorists, the UK’s leading road safety charity.
I presented the initial concept to the creative director using post-it notes.
Thanks to a great team, the concept became a striking press campaign that gave the IAM a highly visible presence, which was good for the IAM, good for drivers and riders, and good for road users. It also achieved a prestigious Shot Up North award.