BENEFITS STIGMA IN BRITAIN
Research commissioned by the Gas Safety Trust found a widespread misunderstanding and ignorance surrounding the symptoms and dangers of carbon monoxide (CO) poisoning, with only 13% of people recognising the smell, appearance and taste. The research also uncovered that almost half of UK homes were not fitted with an audible carbon monoxide alarm. The Gas Safety Trust partnered with Carbon Monoxide Awareness 2014 in order to educate the public of the dangers and the less well-known symptoms of CO poisoning. In addition to this, the Gas Safety Trust wanted to emphasise the importance of checking and maintaining household appliances regularly, as well as other precautionary measures that people should take in order to prevent carbon monoxide poisoning.
The Gas Safety Trust capitalised upon the media interest generated by Carbon Monoxide Awareness and launched a series of radio interviews conducted with Gas Safety Trust’s spokesperson, Chris Bielby. Joining Chris in the studio was Stacey Rodgers, whose son Dominic passed away due to CO poisoning in 2004, adding significant human interest to the campaign. Having Chris’ wealth of expertise and Stacey’s tragic personal experience of the dangers of carbon monoxide was the perfect combination for a successful campaign, and the pair received great feedback from presenters.
Coverage highlights included: BBC Radio Leeds, BBC Radio Lancashire, Capital Yorkshire, Capital North East, Smooth Radio (North East), Real Radio Yorkshire and Big City Radio.
Campaign in Numbers:
The Gas Safety Trust’s campaign secured a weekly reach of over 5.3 million people with 4 hours 34 minutes’ worth of coverage.
The Gas Safety Trust’s campaign secured a total of 87 items of coverage (including BBC and Global Radio stations) across the United Kingdom.