Promoting driving skills and safer roads for the UK’s leading advanced motoring charity

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IAM RoadSmart (formerly the Institute of Advanced Motorists) is the UK’s largest independent road safety charity. Through local groups, run by volunteers, it offers coaching to drivers and riders to improve skills and make roads safer for everyone. 

We’ve published its tri-annual membership magazine since 2020, refreshing and redesigning it, to include in-depth features, member profiles and news on a wide range of motoring issues. 

We’ve created partnerships with over 40 companies to source exclusive member benefits, and generated revenue by managing those relationships as well as booking magazine advertising.

To help IAM RoadSmart with its aim to become the most recognised driver and rider training provider, we created a one-off B2B magazine for its commercial audience, as well as marketing materials that include corporate presentations, a skills animation and videos.

We’ve also opened up online opportunities, producing a series of successful virtual events and webinars aimed at IAM RoadSmart members and volunteers.

Key facts


Highly qualified members, and around 180 local groups


Highly involved webinar attendees across 4 events


Brand offers through the IAM Benefits programme

Ways we can work together 

Content marketing

Content marketing

From strategy to execution, campaigns to contract publishing – our full service content agency team has it covered

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Creative, consultative and commercially driven – how we can help you reach the audience you need across multiple channels

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Live & virtual events

Our series of online masterclasses have allowed our brands to diversify their content and create new, exciting revenue streams