Partnering for prevention: How RoSPA and Wales & West Utilities took on the silent killer
Gas emergency and pipeline service, Wales & West Utilities, partnered with RoSPA to raise awareness of carbon monoxide (CO) risks, reaching a wide audience with its innovative campaign.
The challenge:
In 2024, RoSPA and Wales & West Utilities launched a strategic 12-month partnership aimed at significantly enhancing public awareness of the life-threatening dangers posed by CO.
Commonly known as the “silent killer” due to its undetectable nature, being odourless, colourless and tasteless, CO represents a serious and often overlooked threat to household safety, particularly among vulnerable members of the population.
Wales & West Utilities committed £100,000 to RoSPA through its Vulnerability and Carbon Monoxide Allowance (VCMA). This targeted funding stream is dedicated to supporting projects that protect vulnerable consumers and drive education around the identification, risks and prevention of CO exposure, ultimately aiming to save lives through awareness and proactive safety measures.
As an evidence-based charity, RoSPA began the project by conducting foundational research to ensure that the campaign and digital hub would be informed by real-world insights and tailored to the needs of those most at risk.
To achieve this, RoSPA commissioned targeted surveys of two key audiences: UK adults and UK landlords. The research aimed to assess current awareness and understanding of CO and its associated risks, explore prevailing attitudes toward CO safety and management practices and examine current and anticipated behaviours related to CO detection and prevention.
This data-driven approach enabled RoSPA to identify critical knowledge gaps, shape the campaign’s messaging, and ensure that resources were directed toward the most vulnerable and least informed demographics in the population.
The research revealed that while general awareness of CO existed among both UK adults and landlords, critical knowledge gaps persisted, particularly in areas essential for effective prevention and safety such as identifying all potential sources of CO (e.g. gas boilers, wood-burning stoves, portable heaters), recognising signs of CO emission (such as sooty stains or pilot lights that frequently blow out), and engaging in proactive safety behaviours, including the correct installation and regular maintenance of CO alarms and fuel-burning appliances.
Lower awareness of CO was also found among younger individuals, women, people without children and residents of London.
Many landlords claimed high levels of knowledge but struggled to accurately identify all CO sources or warning signs and a notable proportion did not have CO alarms installed in all required areas or failed to check them regularly.
The solution:
Building on insights gathered through initial research, RoSPA developed and launched a comprehensive Carbon Monoxide (CO) Safety Hub on its website. This hub served as a centralised platform for CO safety information, designed to engage and educate two key audiences: families and tenants, and landlords. It also produced two videos (one aimed at the public and one at landlords) and a downloadable pocket guide.
Alongside the hub, RoSPA launched a targeted communications campaign to raise awareness of CO poisoning, encourage the safe installation of CO alarms, and promote the importance of regular gas appliance servicing. The CO Hub also included signposting to Wales & West Utilities' interactive educational tool, Crack the Code.
To ensure broad visibility, RoSPA employed a diverse mix of media channels, including email marketing, social media campaigns, digital advertising and public relations (PR) activity.
Results:
In the 12 months from launch, the CO Hub generated a total of 71,076 webpage views from 50,230 unique users.
Targeted email communications generated a total reach of 78,781 recipients with an average open rate of 23.74 per cent, while social media activity achieved 10,812 video views and 48,382 impressions. The videos had 184,101 views on YouTube and the pocket guide was viewed 660 times.
Joint PR activity by RoSPA and Wales & West Utilities resulted in 52 media outlets publishing or broadcasting stories on CO safety, reaching an estimated 1.55 million people online and 746,000 on the radio.
Through strategic outreach, compelling content and multi-channel delivery, the campaign attracted attention from a wide range of sectors, including local authorities, educational institutions, housing providers, and healthcare organisations, demonstrating its broad relevance and national significance.
Sophie Shorney, VCMA Manager at Wales & West Utilities, said: “RoSPA is perfectly positioned to initially reach its members who are passionate about safety with key information, and we are delighted to provide the funding to allow them to do so, so that more people can stay safe from the dangers of CO.”
Partner with RoSPA to shape a safer, healthier and more sustainable future for all. We want to join forces with visionary organisations to develop innovative, evidence-led solutions that save lives, enhance wellbeing and spark lasting change. Find out more at www.rospa.com/about-us/working-with-rospa