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  • This research needed to guide development of a dual communications campaign: information and education of new legislation alongside ever-important safety messages.

    The target audience was very broad: the full spectrum of fireworks users (11-70, male and female, sensible souls, real risk takers and those turning a blind eye or with heads in the sand); plus the full spectrum of fireworks sellers (from ‘illegal’ unregulated white vans and dedicated fireworks importers, through to newsagents, supermarkets and garden centres).

    We produced an attitudinal segmentation of users and their communication needs; guidelines for how to overcome ‘not me’ attitudes in relation to risk and danger; a clear indication of the different levels at which the two types of messages needed to be delivered to engage each audience; and messaging and support requirements for the different retailer groups.

    This blueprint underpinned a new campaign that tied together universal elements and targeted strands.