- To raise awareness of the need to take a carbon monoxide (CO) alarm on holiday
- To highlight the danger of CO in holiday properties and at home.
STRATEGY AND PLAN
Commissioned research showed British holidaymakers almost universally fail to take an alarm with them. A strong editorial angle was created by the fact more people will take teabags on holiday in 2008 than a lifesaving alarm. Neil Shepherd and Sharon Wood, the parents of two children who died from CO poisoning in Corfu in 2006, agreed to work for the campaign. Expert Corgi spokeswoman Sarah Hill and travel journalist Russell Amerasekera were available to provide advice on how to stay safe on holiday.
MEASUREMENT AND EVALUATION
The story generated blanket coverage on TV, radio and online. BBC Breakfast and This Morning ran live interviews with the parents and Five pre-recorded content for its evening news. Many local radio stations covered the story, as did BBC Radio 5 Live Breakfast and BBC Radio 1 Newsbeat. A live web TV show - where the public questioned Amerasekera and Hill - ran on 16 relevant sites.
There was a marked increase in traffic to Corgi's website, with 2,000 visits in the days after the campaign. Website sales of CO alarms doubled in the same week.