Tampering with a gas meter, even with the best intentions, puts lives at risk.
The cost of living crisis has increased desperation in people across the U.K. People are more tempted to cut corners and try to get gas for free.
Gas theft is a serious crime that endangers lives, causes fires, explosions, and even fatalities.
Cadent Gas, one of Britain’s leading gas distribution networks (GDNs), set out to create a powerful campaign highlighting the dangers of gas theft, especially when driven by seemingly good intentions. BH&P worked with Stay Energy Safe to create the campaign in conjunction with Cadent Gas.
The goal? To deliver real results while educating the public on the serious risks involved.
Running across social media and radio, the campaign:
Increased online gas theft reports by 31.5% in just one month.
Drove a 236% increase in website page views for gas theft awareness, with online reports up +31.5% MoM (Sept-Oct 2024) and +61% YoY (Oct 2023-2024)**.
Facebook and YouTube ads achieved 617,573 impressions and half a million video views with exceptionally low costs-per-view (£0.009).
Meta achieved a 6% CTR, 3x the industry benchmark.
The campaign featured interviews with Cadent’s experts on major TV outlets like BBC Breakfast and ITV news.
Achieved 39.5 million radio impacts with a reach of 4.4 million.
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We had the pleasure of working with BH&P on our Theft of Gas Campaign. BH&P delivered exceptional results and worked hard to continually optimise the campaign.
Liz McDonnell, Communications Specialist – Brand & Campaigns at Cadent
