Award-winning Red Marlin is toasting success after scooping a prestigious national award that received lavish praise from the judges. 

The impactful campaign titled ‘Giving airtime to rider safety’, won Best Not-for-Profit Campaign (Small) at the UK Agency Awards 2024 held in London’s West End.  

Account director Harriet Evans, and account manager Joe Slinn, went up on stage to collect the trophy on behalf of the Red Marlin team. 

A delighted Danny Rughoobeer, managing director and founder of Red Marlin, said: “A national award win is a great achievement by itself, but for the judges to say it set a ‘new standard’ is the icing on the cake.” 

The award-winning campaign, in partnership with leading UK road safety charity IAM RoadSmart, highlighted how countless lives can be saved if more motorcyclists wear innovative air jackets. Like a ‘wearable airbag’, the jackets inflate in a fraction of a second following a collision, and offer up to 50 times the protection of standard back protectors. 

The campaign achieved widespread UK media coverage, appearing on the BBC and ITV, plus in national newspapers and many high DA websites. Its message centred on the story of a motorcyclist from Nuneaton, Lee Vigor, whose life was saved by wearing an air jacket. 

Additionally, Red Marlin conducted in-depth research which found that motorcyclists are disproportionately at risk on the road, accounting for 1-in-5 deaths on UK roads, despite comprising only 1-3 per cent of vehicle registrations. 

The Red Marlin team also found that one of the main barriers to motorcyclists accessing safety equipment was cost, so the campaign also called on the government to grant air jackets a 0 per cent VAT rating (in line with other personal protective equipment). 

In coming to their decision, the UK Agency Awards judges said: “Red Marlin executed an impressive campaign on an important topic, with a brilliant strategy and ambitious targets. Their creative delivery brought serious matters to the forefront, resulting in an impactful campaign. 

“Red Marlin led with a strong social purpose, aiming to save lives, start meaningful conversations, and drive change that balances ethical and financial decisions. This exemplary campaign not only highlights their dedication to social responsibility but also sets a new standard for impactful and purpose-driven initiatives.” 

The full list of award winners can be found here.