National Burn Awareness Day 2019 was the highest profile event in the campaign’s history, and it dovetailed with the nationwide launch of the ‘SafeTea’ campaign which we also project managed.
Securing coverage across various media and national news channels, the 2019 National Burn Awareness Day (NBAD) marketing strategy centred on a real-life case study of a two-year old child called Arthur who was badly burned by a hot drink earlier in the year. With the support and bravery of Arthur’s mother, we were able to tell a powerful story about the incident and the extent of Arthur’s injuries in order to engage the National Burn Awareness Day audience and demonstrate the risks around hot drinks.
Together with Arthur’s story, and utilising the visual materials and online toolkit designed back in 2017, National Burn Awareness Day successfully engaged a range of stakeholders including burns survivors and their families, hospitals and NHS staff, childcare providers and various organisations working across the burns community, including the Katie Piper Foundation, Child Accident Prevention Trust and more. Our clients at the Children’s Burns Trust launched its ‘A burn injury is for life’ campaign ahead of the day which further boosted audience engagement, including on Instagram which emerged as a key channel for reaching burns survivors and their families.
The 2019 National Burn Awareness Day campaign was delivered across multiple channels, designed to attract media interest and raise the key message of ‘Be Burns Aware’ across the UK – with a particular focus on areas of the country where the number of burn and scald accidents are most prevalent.
Social media was an integral part of the campaign, and together with social advertising on Facebook and Instagram, helped to achieve the following results: