“Smell, Act, Call” Campaign for Cadent
“Smell gas? Act! Call 0800 111 999. Save the number in your phone today.”
We were delighted to work with Cadent to publicise this life-saving message with clear, concise instructions on what to do if you smell gas. Our team created an animation that has reached over half a million views (and counting!) on YouTube. We aimed to deliver an accessible message while refining the campaign mark.
Watch the animation here:
Objectives
Cadent set out to raise public awareness of gas safety through a focused campaign titled “Smell, Act, Call”. A key campaign requirement was to subtly develop the campaign mark whilst ensuring clarity and accessibility across all content. The “act” stage of the campaign needed to be emphasised as an important part of the process if you can smell gas.
Challenges and Requirements
- Development of the Campaign Mark
Cadent required the existing campaign mark to be refined without losing its core identity. We aimed to enhance its visual appearance whilst remaining recognisable.
- Clear and Accessible Content
Elements across the campaign needed to be easily understood by a broad audience. With a specific focus on the “act” icon, the campaign’s overall message needed to be easily interpreted.
- Structure and Hierarchy
We were tasked with making sure that the number, message, and icons were visually balanced, with the emergency phone number placed last in the hierarchy for optimal comprehension.
Our Approach
- Animation Creation
We designed and created a dynamic, engaging animation to capture the essence of the “Smell, Act, Call” message. Using clear, accessible visuals, we ensured the message was direct and memorable. We seamlessly incorporated the campaign mark, with a little enhancement but maintaining the original design.
- Accessible Icons
In particular, we focused on developing the ‘act’ icon, to make sure it was communicated in an easy-to-understand way. By using simple, bold shapes and colours, the icons were universally recognisable, which is important for a campaign of this nature.
- Visual Hierarchy
We carefully structured the animation, giving importance to the main message before introducing the emergency contact number. This hierarchy was important as we needed to ensure the audience understood the main message before noting the critical information of the phone number.
- Social Media Assets
As well as the animation, we developed a comprehensive suite of social media assets. Including banners, carousels and cover photos tailored to specific platforms. We ensured consistent messaging and visual branding across all the content.
Results
The “Smell, Act, Call” Campaign for the Cadent animation gained plenty of traction, with over 500,000 views on YouTube! Our campaign assets successfully met the client’s requirements, ensuring the message was delivered clearly and resonated with the target audience.
To find out more about Cadent and their various resources and information regarding gas safety, visit their website.
Do you have a project where you’d like support from a creative and strategic team? Get in touch to have a chat, we’d love to hear from you!
