silentkiller.co.uk
effectivedesign.org.uk/winners/2014/design-society/silent-killer

Since 2008 we have been the creative engine behind consumer campaigns for Gas Safe Register, the nation’s gas registration scheme, to make people aware of the dangers of gas, and advise them on what they can do to prevent major incidents, including carbon monoxide poisoning.

In early 2012 we were challenged by the Health and Safety Executive (HSE) to develop a behaviour change campaign aimed at specific audiences, identified through research, to drastically change their attitude to gas safety, and book a yearly gas safety check. A pilot for long-term behaviour change.

Our role has been to develop a measurable campaign with the potential to compel our audience into action. To achieve our objectives we work in partnership with client, key stakeholders from
the gas industry, Gas Safe Registered engineers and government.

Our creative idea is designed to rattle the cages of our target audience of families (‘Dismissive Sceptics’) and students (‘Ostriches’) to disrupt them and pull them to a campaign microsite and mobile app to pledge to have an annual Gas Safety Check in their home. We used a series of tactics to drive traffic to the tool including online advertising, social media marketing and PR initiatives and stunts. Once on the microsite we have devised a simple user journey to nudge people towards booking a check whilst giving access to key information along the way. The pilot launched in the Northwest of England October 2012 through to March 2013 and the result informed a national go-to-market campaign.

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