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Saving lives by behaviour change for Gas Safe

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. We originated the creative strategy and implemented an effective marketing and operational plan. The ultimate objective was to get households to have an Annual Gas Safety check and by doing so save lives.

300% increase in signups to an annual gas safety check

Creative idea

Using the single-minded, emotive idea of ‘The Silent Killer’ enabled The Team to create a ‘suspense thriller theme’ that worked across all creative assets.

Gassafe Silent Killer movie poster

“The Silent Killer”

The creative was deployed using a mix of online, local press, outdoor advertising and events activities promoting a campaign microsite. silentkiller.co.uk

Gas Safe Website

The Silent Killer Movie

A spoof horror movie trailer steering consumers towards a campaign microsite motivating them to book an annual gas safety check or sign-up to an annual reminder.

Play Video

Gas safe silent killer movie actor

The Gas Map Tool

We created a Gas Map Tool prompting users to discover the risks where they live by entering their postcode and the opportunity to sign up to an annual gas safety reminder service.

Gas safe mobile app

Silent Killer Microsite

Viewers were prompted to discover potential risks in their home and given guidance on how to protect themselves from unsafe gas work.

Gas Safe - Stay Safe

A creative campaign with a life-saving purpose executed in a clear, powerful and truly effective way.

Design Business Association
Design Effectiveness Gold Award, 2014

Behind the scenes

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The Team wins first gold of the night at the DBA’s Design Effectiveness Awards

The Team, with long-term client Gas Safe Register, won gold in the Design for Society category for its ‘Silent Killer’ campaign, at this year’s Design Effectiveness Awards. Additionally, the international brand and communications agency won bronze for its rebrand of charity, Stroke Association.

Gas Safe Silent Killer movie crew
Gas Safe Silent Killer House sketch
Gas Safe Silent Killer House
Gas Safe Silent Killer Movie production

Some of our work