Case Study
Case Study
We Mobilized Ontario in Preventing Carbon Monoxide Poisoning
THE BACKGROUND
The Technical Standards and Safety Authority (TSSA) is a not-for-profit organization that promotes and enforces public safety in Ontario.
They came to us for help in educating Ontarians about the risks of carbon monoxide (CO) poisoning and to encourage homeowners to protect themselves by installing CO alarms and having their fuel-burning appliances inspected annually.
PEOPLE AREN’T AFRAID OF INTANGIBLE DANGERS, SO WE BROUGHT THE CARBON MONOXIDE THREAT TO LIFE.
OUR BIG IDEA
Take our message to the big screen! We gave CO a starring role in its own thriller, entitled The Silent Killer, and we ran the trailer in cinemas throughout the province. Movie-style posters in subways, on GO trains and in transit shelters helped build interest and start the conversation. Social media videos and magazine ads supported the buzz.
On-site at cinemas we featured an interactive virtual reality experience supported by animated lobby screens and scratch ‘n sniff intercepts that reminded movie goers just how deadly this odorless gas is. Partnering with Kidde, we had CO alarms handed out in theatres which helped drive traffic to The Silent Killer website where people found rebates.
UNIQUE WEB DESIGN
We created a web platform that moved Ontarians along a multi-directional continuum highlighting CO sources, symptoms of poisoning and ways to protect yourself through CO detectors and annual inspections.
THE RESULTS
A blockbuster! TSSA was thrilled with the positive, province-wide change brought about by the campaign. It was icing on the cake that this was their most-awarded program ever.
