After the 2010 media launch, sales of Carbon Monoxide alarms increased by 400%.
The Challenge:
There are around 30 deaths a year from carbon monoxide poisoning and many more people suffer health damage.
The gas has no colour, taste or smell but fuel burning appliances can produce it if they are poorly fitted or maintained, or there can be a build up of gas if chimneys or vents are blocked. Some 20 million households in the UK don’t have their appliances checked regularly enough or have an audible carbon monoxide alarm.
Our response:
We created a campaign with a strong call to action and visual identity which included:
- new research to quantify the scale of the risk
- an information-rich campaign website
- public backing from over 70 organisations
- victim spokespeople and case studies from across the UK to drive home the heartbreaking reality of the dangers of carbon monoxide
- Kirstie Allsopp as the lead media spokesperson, to engage the media and the public
- the main media doctors to talk with authority about the health risks
- a parliamentary campaign to change building regulations
- in-store promotions with alarm retailers
In two concentrated media pushes, in Autumn 2008 and early 2010, these resources were brought together to generate coverage on national and regional radio and television, in magazines and national and regional newspapers, and online.
The results:
During the week after the 2010 media launch, sales of carbon monoxide alarms were 400% higher than normal, outselling smoke alarms.
Since the campaign started, we have generated over 500 items of media coverage, including over 6 hours on television and radio. The equivalent advertising value is over £900,000.
The campaign is backed by over 70 organisations (including many high profile national bodies) and 67 MPs.
The Government has amended building regulations to require carbon monoxide alarms when solid fuel appliances are installed.
The campaign website has had over 12,000 unique visitors.
The campaign on GMTV
