Message: The Office for Product Safety & Standards (OPSS) wanted to raise awareness of product safety in the run up to Christmas, with a series of different pieces of advice in relation to toy safety and other seasonal safety issues.
Medium: We used an interactive website designed as an advent calendar as a way to keep consumers coming back for bite-size chunks of information, enticing them to keep checking with competitions to win toys behind some of the doors.
Audience: The challenge to product safety awareness is that everyone would benefit from hearing them, but no-one is looking for them. The seasonally timed campaign against consumer purchases for children and loved ones gave people a reason to be interested.
Marketing: We pushed the campaign out through social media channels (Facebook, Twitter and Linkedin) – targeting experts in product safety for maximum sharing across their networks – and through email newsletter.