Gas Safe Register
Using SAFE to save lives

The Challenge
‘Safe’ is a multilayered and powerful word. It can represent protection from existential threat, or used colloquially to affirm acceptance of something, or someone. And it’s synonymous with the Gas Safe Register, both in terms of their name and their purpose, helping to keep the nation gas safe.
This was front of mind as we began our work on the latest Gas Safe Register Winter campaign. Sally Tarbit, Brand Activation Director says: “Two key challenges were front of mind for us. First, how could we iterate an already high-performing and long-running campaign to be even more successful. And second, could we amplify GSR’s associations with the notion of safety still further.”
This was no small challenge. It was essential we built on the brand equity and awareness created by successful previous campaign waves, delivering a memorable campaign that deeply resonated with our target audiences.
The Solution
Understanding what motivates and moves our target audience is key to all our successful brand activation work. And we have the advantage of being able to leverage behavioural science in our work, that ensures we tap into the core psychological drivers of human emotions and behaviours.
As our Applied Behavioural Scientist Mark Hauser says, “Safety is a basic and fundamental human need. The mere notion of it triggers something deep within us. Associating this word with things that people hold dear to them – their family and home, for example – offers a powerful way to position the GSR as a key conduit to fulfilling that basic need – to feel safe at home.”
With over 60 pieces of coverage, the campaign garnered coverage across multiple platforms, including broadcast, regional, trade and social media. Through these channels, Gas Safe Register reached a broad audience, sharing important advice on gas safety and home maintenance.
The result
A striking and confident campaign that leads with the word ‘safe’ across a range of images centred on diverse home and family scenarios. The sign off positions Gas Safe Registered engineers as a critical and trusted way to help keep your loved ones safe. Simple and compelling.

Visualising action
The visual expression was defined by two lines emanating from a single point, just like a clock, intersecting with an image. The angles could be different every time, but would always be expressive of diminishing time and the urgency of the situation.
The Team’s Design Director, Simon Mannering told us, “Visually we had to get across the urgency required. Saying ‘It’s time’ was half the battle. By introducing the movement into our work we are encouraging business leaders to take that step now.”
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