Gas Safe Register
Saving lives through
behaviour change

Challenge

We were challenged by the Health and Safety Executive (HSE) to develop a behaviour change marketing campaign to persuade high-risk groups of gas consumers to avoid the effects of unsafe gas work. The ultimate objective was to get households to have an Annual Gas Safety check and by doing so save lives. 

Process

Audience research told us that students and renters were prevalent in high-risk groups of gas consumers.

We used the devastating effects of carbon monoxide poisoning, otherwise known as the ‘silent killer’, as our focal point to jolt, engage and educate this hard-to-reach audience.

The Silent Killer was a design solution to engage and motivate long-term behaviour change. It ran in the North West of England and was the first time Gas Safe Register had aimed to persuade people to change their behaviour rather than simply raise awareness of the dangers of unsafe gas work. Insight, gathered from their own inspectors, highlighted as many as 1 in 5 gas installations were unsafe.

Solution

Using the single-minded, emotive idea of ‘The Silent Killer’, we created a hard-hitting campaign that was deployed using a mix of online, local press, outdoor advertising and events activities promoting a campaign microsite.

A spoof horror movie trailer provided direct access to a Gas Map Tool and annual gas safety reminder service which motivated people to book an annual gas safety check or sign-up to an annual reminder. 

Role

Creative Lead (creative direction, concept, art direction, storyboarding, copy writing, design)

Awards

Gold for Best Video (IVCA Clarion Awards, 2014)

Gold for Best Design for Society (DBA Awards, 2014)

© Created at The Team