Who: Northern Gas Networks and Words & Pictures

Objective:The north of England’s primary gas distributor, Northern Gas Networks, found that there was a lack of carbon monoxide poisoning awareness among young people, despite a high risk level in this demographic, particularly among students. Rented accommodation with outdated or poorly-maintained gas appliances heightens the danger for these groups.

Strategy: Northern Gas Networks and communications agency Words & Pictures created a gamification-style campaign to engage the 18 to 24 year-old age group with a serious message about gas safety. iCOP is a film noir mystery game, it is branded as produced by fictitious company NGN games since both Northern Gas Networks and Words & Pictures felt that the message was best delivered covertly. The dangers of carbon monoxide poisoning don’t become clear until the player has reached the end of the game.

Rationale: iCOP was supported by an integrated campaign, both online and offline, using social media, campus advertising, fresher’s fair promotions and targeted flash mob events. The game has generated more than 30,000 downloads. Sian Fletcher, communications manager at Northern Gas Networks, says, “The stats show that the initiative is really working. Of those that have played the game and completed the end of the game quiz 85% said they knew more about CO, 83% said they would call the National Gas Emergency service if they suspected CO and 65% said they would talk to friends and family about the gas and its potential dangers, so the message is getting out there."