BESA
Play it Safe campaign
The Building Engineering Services Association (BESA) were struggling to cut through to their members about the importance and relevance of the new Building Safety Act. With lots of new legislation, procedures and some confusion over the roles of each person in the process, they asked us to help them communicate the information more clearly.
The analogy of football became the starting point of the campaign. Just like football, ensuring building safety requires teamwork. Clients, architects, engineers, contractors and residents all have vital roles, and they must be supported by clear goals, strategic planning and seamless coordination.
Full Description
Our idea was based around table top football, or foosball, as it neatly showed how the different roles connected and fed into each other. We created custom illustrations to represent the different roles and weaved these into the assets.
The deliverables centred around an interactive document allowing members to explore all the different roles and their responsibilities. A full launch campaign including social media assets, digital/print adverts and email graphics were also created.
Working with STB has been a pleasure from start to finish on our Play it Safe marketing campaign. They really brought our idea to life – using the game of football to explain the Building Safety Act’s roles and responsibilities to our members. They really listened to us, presented a few options and guided us with their expertise throughout the project. They communicated well and have created a campaign we are really proud of and can’t wait to enter into many awards and hopefully win!
Claire Short, Director of Marketing & Communications, BESA
