As the first black woman to become a race official in the UK, our client Carol Glenn, has unfortunately endured over 30 years of frustration and discrimination in the sport she loves.

Determined to help address the sport’s lack of diversity, Glenn spoke to us at Shiloh PR about her vision of working and training young Black people who wanted to become racing drivers.

We were appointed to undertake a short campaign, pitching Carol’s story and experiences in motorsport to the media, raising her profile.

What we did?

In the wake of the Black Lives Matter movement, F1’s only Black driver, Lewis Hamilton came out publicly to call out racism in the motorsport sector. Immediately he made his first statement, founder of F1 Bernie Ecclestone issued a controversial statement on American TV, CNN.

We therefore decided on a two-phased approach for this project.

Phase One: Media outreach to pitch Carol as an expert with personal experience of racism in the motorsport sector, as well as commenting on the steps being taken by Formula 1 and in particular its most celebrated driver.

Our approach was to secure impactful coverage that would generate further interest in Glenn’s dream of setting up a racing academy.

Phase Two: Build on the initial publicity phase to launch her academy ‘Next Racing Generation (NRG)’

Results included: 

Interviews on several national and regional BBC radio and TV networks, including BBC One News, BBC 5Live and Glenn’s local BBC 3 Counties Radio among others.

We also secured pieces in national newspapers The Guardian and The Voice, plus features across Sky News, Sky Sports and Huff Post.