In the summer of 2015, we launched a national carbon monoxide (CO) awareness and education campaign on behalf of UK gas distribution networks; NGN, National Grid, Wales and West Utilities and SGN.
Targeting young festival goers aged 18-24, #TunesnotFumes educated about the symptoms of carbon monoxide poisoning, as well as the dangers of using a barbecue or cooking stove at festivals.
Although the campaign delivered a very serious message, it was important to keep the content engaging and be relatable to the key demographics. So at gdngames.co.uk, @iFest15 on Twitter and iFEST15 on Facebook, festival goers could play iFest the free online game, and search through infographics, hint and tips to learn about the risks of CO poisoning and how to stay safe.
We strategically planned and delivered a three month social media health campaign across Twitter and Facebook. The campaign was responsive, driven by our audiences’ behaviour to achieve the greatest impact. Twitter and Facebook advert campaigns coincided with major festivals to increase reach and engagement.
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''The team at Active Profile did a fantastic job helping us to plan and deliver our iFest campaign – a safety campaign to raise awareness of the dangers of carbon monoxide with 18 – 24 year olds while camping at festivals. Their strategic approach and digital expertise, combined with creative thinking helped us to make the campaign a huge success reaching hundreds of thousands of people on Facebook and Twitter and driving people to play the educational game. The team are a pleasure to work with and always there to offer advice, I’d thoroughly recommend them!''
Sian Fletcher, communications manager, Northern Gas Networks