After commissioning research we knew that 27 million people in the UK did not have a CO alarm. Focusing on national and regional media, highlighting the reluctance of people to buy a £15 life-saving carbon monoxide detector, we generated coverage in The Daily Mirror, i and across regional print and broadcast.
Phase two of the campaign saw us target the parenting community, working with Insta-star Mother Pukka on a radio day and a social campaign to reach her 71k+ followers. We also partnered with Mumsnet to drive online conversations around home safety.
Our six month, multi-phased campaign reached an audience of 11.4 m across print and broadcast. Social highlights saw 108k impressions on Twitter and 2.2 m impressions on Facebook through sponsored and organic content.