Our approach was designed to target hard-to-reach audiences: 1. Fathers/adult males - confident and experienced users. We focused on the thought that a victim’s wounds would heal far more quickly than their guilt. 2. Younger men (18-30) who feel confident but could go a ‘step too far’, highlighting the horrors that could result from injury.

We focused activity around Fireworks night in November. Using a wide range of traditional and ambient media (washroom posters & beer mats) we aimed to reach them at critical moments. By using an integrated approach we hoped to maximise the impact of the limited spend.

The key measure was our ability to change behaviour: to get people to think of the consequences of taking risks with fireworks. Quantitative research pre and post campaign showed outstanding results: awareness of advertising about firework safety jumped from 38% to 68%, so we achieved cut-through! More importantly, 78% of people who had seen the advertising agreed that it made them think about their behaviour. During the three week campaign there were 18,748 unique visitors to the DTI website, with an average 3.22 pages per visit. Peak traffic to the site occurred during November 1-5.