GET SAFE AT CHRISTMAS
Radio and TV Interview Campaign, VNR Production & Online Coverage
Certsure LLP, who are the parent company of electrical contractor bodies, NICEIC and ELECSA approached The Relations Group to facilitate their hero consumer campaign of 2015.
The Stay Safe at Christmas campaign launched during the festive period of 2015. It warned about the additional electrical dangers that can arise at Christmas time and urged householders to call an NICEIC or ELECSA registered electrician if they had any concerns. Using consumer insight research, from Vital Research and Statistics, some dangerous trends were identified across the UK regarding the unsafe use of electrical sockets and festive lights as we approached the festive season.
The Stay Safe at Christmas campaign launched with a series of radio interviews carried out by resident expert, Tony Cable (NICEIC), and DIY SOS Star, Billy Byrne. The duo appeared on 57 national, regional and commercial radio stations, reaching in excess of 36 million potential listeners. A second phase radio campaign saw Darren Staniforth (NICEIC) carry out 11 interviews on BBC regional radio stations, reaching a further 1.3 million listeners. In addition, the story appeared on ITV Granada’s prime time news programme as well as being featured in the Daily Mirror and Daily Star.
Using the Video News Release and Infographic created alongside the research, the campaign featured in 30 regional print and online titles UK wide.
The total audience reach of the campaign was in excess of 57 million.