“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!
Here at Blumilk, our central aim is to better connect our clients to their customers and audiences via effective marketing and communication services. We know we’re doing our job right when our clients are expanding their customer base, being chosen for awards, and establishing their authority within their sector or field.
It can be daunting for companies large and small to choose an agency to deliver a project, strategy, or campaign. It takes time from both sides to find the most effective fit and to develop a working relationship so that we can better understand a client’s needs and requirements.
Here at Blumilk, we have 20 years experience providing marketing and communication services for clients across multiple sectors on both a regional (e.g. Northern Power Grid and Alnwick Gardens) and a national level (e.g. various NHS trusts and CCW). Here are some examples of what we have recently produced:
Central to this track record is that we have a very collaborative approach for all our projects and campaigns, preferring to create a collaborative bond with our clients, rather than simply consulting them. We do this by taking the time to get fully understand their business needs, challenges, and opportunities from conception to completion, and have found that this yields the best results.
We would like to take this opportunity to welcome all our new clients (you know who you are!) and to acknowledge and appreciate our existing clients who we have been constantly building a long-lasting relationship with. We are proud of the work we produce and we are more excited than ever to see what the future holds, and to see how we can find gaps to evolve and innovate.
Would your business benefit from creative and digital business solutions to help you better grasp your opportunities? Don’t hesitate to drop us an email or get in touch with us here to find out more about how we will help you excel!
A quick guide to engaging tenant communication using housing branding.
It is imperative that Housing Associations keep their tenants happy. But what about going that extra yard? Why not engage your tenants further, excite them with thoughtful engagement or surprise them with personal communication? Going the extra mile creates a sense of loyalty with your tenants and is proven to improve key elements such as; tenants paying on time, upkeep of the property, and notifying you of changes and repairs.
Here are Blumilk’s top 3 tips to excite your tenants.
Welcome
Whether it is a new tenant or simply an existing tenant moving home, this is a great opportunity to reach out and add a personal touch. Personalised welcome letters, change of address labels, and even grocery vouchers are all easy ways to connect to your tenant and make them feel at ease at this stressful time.
Touch Points
Stay on top of your tenant’s journey with you by utilising some creating housing branding. A lot of Housing Associations already send Christmas cards and some even go as far as birthdays. But why not celebrate their time with you? Tenant anniversary cards or tenant rewards are a great way to not only excite your tenants but to gain valuable feedback.
Forward Thinking
Strong winds due? Another cold winter on the cards? Why not pre-empt repairs as well as helping with possible peaks in repair costs by contacting your tenants first? A text message to ask if they have noticed any loose roof tiles or if they have checked their pipes recently along with a link to a quick ‘how-to guide’ could save you money as well as improving your tenant association connection.
Blumilk have been working with Housing Associations for over 16 years and has a plethora of advice and know-how that can be applied to your association.
We would love to hear from you! Why not call and speak to one of the specialists on 0191 232 4401 and discover how Blumilk can transform your communication?
With 96% of adults who are online using some form of social media, it remains uncertain why more housing associations do not take advantage of this communication platform to reach their tenants. Out of those adults using social media, a third are aged between 35 and 55, which fits the UK housing associations’ tenant average.
Communication is, of course, vital for any business and this is no different in the social housing sector. Most associations are extremely talented in their various forms of tenant communication. But, what Blumilk finds particularly baffling is why more associations do not make greater use of more cost-effective digital communication options. With only 20% of housing association tenants communicating with their association on a regular basis, is digital and social communication the answer to increasing that figure?
A key concern for housing associations is whether their customers would respond to social communication. A recent survey by G15, G15 represents 15 of London’s largest housing associations, revealed that despite 49% of housing association properties not having internet access, 80% of tenants said they can access the internet at least once a day. This being said some tenants will continue to expect and want more traditional methods such as telephone, letter, and face-to-face meetings.
Keeping those traditional tenants in mind there is still money to be saved and more effective communication methods to adapt in addition to older techniques.
Digital Communication for Housing Associations
‘Some housing associations are unsure when it comes tosocial media. The idea that one wrong tweet could ruin their long-standing reputation outweighs the rational to save money and improve direct communication.’
Some social housing businesses such as the Bromford Group and The Halton Housing Trust have embraced social media. They are great examples of how to set the right tone for tenants and create the right level of content.
Before diving into social media Blumilk advice is straightforward. Consider if this is the best way to engage with tenants? What steps can be taken to ensure tenants want and need this level of communication? And finally and most importantly, is there the capacity and resource to maintain the chosen social media platform?
