Taking on an invisible killer

Many Victorians are aware that gas heaters have the potential to emit carbon monoxide (CO), a toxic gas that can lead to serious health issues and fatalities. Despite the significant risk, few people prioritise the essential practice of regularly servicing their heaters to ensure safety. In response to this concern, Energy Safe Victoria (ESV) decided to implement a statewide campaign aimed at raising awareness about CO and encouraging more individuals to take proactive measures, ultimately contributing to the preservation of lives.

We were proud to work with social impact agency Ellis Jones as their production partner to devise and execute a series of TVCs, radio ads, and digital videos to help raise awareness of the dangers of carbon monoxide poisoning from gas heaters.

We were responsible for the end-to-end production of the video and radio campaign materials, managing each step of the pre-production, production and post-production, including CAD approvals for television.

The campaign achieved impressive results in recall among Victorians, with:

• 81% of people learning something new

• 74% of people expressing a desire to do something about the risk of CO poisoning in their home

• 42% of people having done something already, such as having their heater serviced, seeking more information, or talking to someone about it.

The campaign was also awarded as a 2020 Merit Winner by the International Association for Business Communications Gold Quill Awards and was a finalist for the Best Awards’ Social Good Award.