Gas Safe Register

‘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.

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.”

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.

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.

A recent brand tracking survey after the campaign for Gas Safe Register shows the significant impact of strong branding in a safety-critical sector.

Key Campaign Successes:

Brand Recall: An impressive 87% of those surveyed found the advertising easy to remember, demonstrating its effectiveness in cutting through the noise and making the brand instantly recognizable.

Intent to Use: Crucially, 74% indicated an intent to use the Register if they needed a gas engineer. This highlights how strong brand recall directly translates into safer consumer behavior, reinforcing the brand as synonymous with trust.

Increased Awareness: Overall awareness of a gas safety body significantly increased to 86%. This showcases the power of consistent branding in educating the public and achieving top-of-mind status in critical moments.

These figures underscore that brand saliency in safety-critical sectors is more than just a marketing metric; it’s a matter of public well-being. By ensuring the Gas Safe Register brand is easily recalled and trusted, consumers are empowered to make safer choices, protecting themselves and their communities.

We are The Team of experts.

During our forty years of doing what we love, we’ve developed brands for The Beatles and the NHS and looked after employees at BP and Heathrow, to name just a few.

When you work with us, our consultants, strategists, writers, designers and project managers become a part of your team.

We create trust and deliver exceptional results, taking your brand to new levels of success.

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