The Health and Safety Executive asked Genesis to extend the Carbon Awareness (CO) campaign we originally created, to motivate people to have their boilers and appliances serviced regularly. Students were an at-risk group, and they weren’t known for big TV viewing, so we needed to find another way of communicating with them.
A big part of going to university is making new friends, especially those people you share a house or flat with. We created a humorous viral video for students that talked about what makes a housemate a mate – i.e. looking after each other, no matter what they encounter during student life. But we also made the point that if students really wanted to be a good ‘mate’, they needed to have all household appliances serviced regularly, otherwise they were putting themselves and their mates at risk of CO poisoning.
The viral video was part of a larger campaign that ran on TV, radio, press and online. After conducting post campaign research, 83% of respondents said they had their boiler/appliances serviced in their home in the past 12 months, with 81% saying they intended to. The video won a PANI Gold Award for Best Digital Campaign. What’s more, Phoenix Gas saw an uplift in boiler servicing during the campaign – strong evidence to suggest that the link between servicing appliances and protection against CO poisoning has been established by the advertising.