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Launched in October 2019, SafeTea is a national campaign to raise awareness of the risk of hot drink burns to young children, giving practical tips on how to prevent them, and improve burn first aid.

We were engaged at the start of 2019 by a team from the Children’s Burns Research Centre, at the University of Bristol, to design a strategy to take the campaign to launch in October of the same year.

Following a period of research and discovery to understand the factors that would determine the shape of the marketing campaign, we worked with designers and the SafeTea team on the creation of a logo and visual identity for use across various assets. A multi-media campaign, the materials we produced needed to convey the dangers posed by hot drinks to children, and appeal to the intended audience of parents, grandparents and carers of young children.

A dedicated website was created for the campaign, hosting information about SafeTea as well as serving as a portal where parents and professionals could have self-service access to a range of materials.

We worked closely with members of the campaign’s steering group – comprising professionals from Public Health England, RoSPA, Child Accident Prevention Trust, Institute of Health Visiting, ScarFree and organisations across the burns community – to maximise resource and ensure the campaign’s messages would reach as widely as possible. A key stakeholder group were health visitors and welfare professionals, who have limited time to share vital information with parents, and so the strategy had to have clarity as well as impact.

“I want to say a special ‘thank you’ to you because you put so much of your time and energy into the marketing and the project management of the campaign. I learned a lot from you and you made a big contribution to the success of the campaign.” Alan Emond, Emeritus Professor of Child Health, Centre for Academic Child Health, Bristol Medical School, University of Bristol

Once the strategy and campaign foundations had been laid, the next step was to design a tactical plan to ensure the campaign would be delivered on time and on budget.

We managed the following:

SafeTea launched on 16th October with extensive media coverage following a successful collaboration and PR effort between SafeTea, the team behind National Burn Awareness Day 2019 and the Children’s Burns Trust.

Social media played a vital part in promoting the campaign across the UK, with the #SafeTea hashtag reaching more than 1.2 million people during the launch week. Extensive media coverage was achieved across national news and television channels, including The Sun, Daily Mail, Metro, BBC Breakfast News, Sky News, ITV and 5 News.

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