Client: British Gas
PR Team: In-house
Campaign: Combating the silent killer
Timescale: December 2000 - April 2001
British Gas runs an ongoing campaign to raise awareness of the risks of
carbon monoxide (CO) emissions from poorly ventilated or malfunctioning
central heating boilers and gas appliances.
After the cold winter of 2000 it launched a one-off campaign
highlighting the undetectable nature of CO - it is colourless and
odourless - and preventative measures.
To position British Gas as the 'responsible' energy and home services
supplier by demonstrating its commitment to relevant consumer and
community issues. To raise public awareness of the dangers of CO and of
measures that could prevent accidents occurring.
Strategy and Plan
The in-house team launched the campaign by gaining support from
opinion-formers such as MPs. The aim was to target the public via the
media, underpinned with promotional activity.
A two-pronged approach was taken to reach consumers and GPs using the
start of the flu season as the launch platform. Media were targeted and
Department of Health-approved information leaflets were distributed to
more than 100,000 GPs surgeries, health centres, pharmacies and
Help the Aged shops also distributed leaflets.
Extensive regional activity was undertaken, including competitions to
secure key messages.
The launch took place in December, endorsed by Dr Mark Porter. The aim
of the event, held at Liverpool Street station, was to raise awareness
of the leaflet and convey key messages.
Two six-foot aspirins were used for a photo opportunity.
Measurement and Evaluation
On launch day, broadcast coverage included Sky News and 24 radio
stations around the country.
Print coverage was achieved in more than 210 regional publications,
including placement of 30 competitions.
The campaign achieved high media exposure and received endorsement from
37 MPs, MSPs and members of the Welsh Assembly.