The people we love
An integrated campaign to promote the Scottish Environment Protection Agency’s new Floodline service.
Our core strategic insight was that the public were more likely to engage with a ‘forewarned is forearmed’ positioning − and the humour that gave rise to.
A successful, disciplined campaign that united press, radio and outdoor with viral and online executions.
www.floodlinescotland.com
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Be warned
With 100,000 people in Scotland at risk of flooding, the Scottish Environment Protection Agency realised it had to make the public aware of the part it needed to play in its own safety. To launch its Floodline Direct Warnings service in March 2011, SEPA needed a campaign to promote the new service and encourage people to register.
Be ready
Rather than focus on the negatives of flooding, Origin’s creative development focused on the positive aspects of being prepared and taking preventative action. To drive users to web registration, Origin knitted together a multi-channel approach, using direct mail, online media and press coverage to ensure that this message really hit home.
Be safe
This multi-faceted campaign resulted in 11,000 people registering by the end of July, exceeding the September target of 8,000. So we can say that the campaign is working due to the concerted, multi-channel approach.
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