To raise awareness of the UK Government’s Burn Better campaign, delivered in a unique, fresh and engaging way.
50% of Dadsnet members have pen fires, log burners or multi fuel stoves. Which means that 50% are potentially burning the wrong fuels at home, and releasing harmful smoke into the air which, when mixed with other emissions in your chimney, can affect their health.
Let’s not beat around the bush… making sure you buy & burn the correct fuel isn’t the most glamorous message. Not to mention having to make sure you look for the ‘Ready to Burn’ symbol when you buy. Our job was to deliver this message in a fun, humorous & therefore engaging way.
We need to amuse our audience enough for them to stop scrolling and hear the message.
We decided that a satirical story line following a ‘dad’ whose sense of humour was drier than the wood he was promoting, would be the best approach. We scripted, captured, edited & fully produced the campaign assets from a hero video to short reels to images & editorial.
Oh and unfortunately the bear bum had to be cut out but please do enquire if you’d like to see this version…
IMMERSED IN COMMUNITY
Each piece of content was shared within Dadsnet’s community where we know the demographic exists. After running the content in our community, we opened it up across our public platforms to 750,000 followers.
Impact & Implications
people reached via Dadsnet's owned media
views & listens included brand video and/or campaign messaging.