We loved Riders right from the start… Their passion and commitment to a great cause. Their will to succeed against the odds. And we thought their story could be told much better. Over 60% of people in sub Saharan Africa live in rural areas where the best roads are little more than dirt tracks. Without reliable transport the millions of pounds invested every year in vaccines and medicines will be wasted because they will fail to get to where they are needed on time. This doesn’t mean providing shiny expensive new vehicles. It means appropriate vehicles and making sure they are driven safely. It means training health workers in daily maintenance. It means employing professional technicians and replacing parts before they cause the vehicle to fail. This translates into some staggering results, for example in Zimbabwe, 225,000 extra people were visited by health care workers in 1 year thanks to motorcycles provided by Riders. Using the new brand platform we created, Riders were nominated by the Times as one of their 3 Christmas Appeal causes. This generated coverage worth over £150k, promoted Riders to a readership of 1.3m, provided Riders with some superb photography and gave a big buzz to the entire Riders team.