Theft of Gas awareness campaign

Client: Stay Energy Safe / Crimestoppers

Cadent joined up with the charity Crimestoppers, Stay Energy Safe (SES) and the gas industry, to create a gas theft awareness campaign that addressed a growing issue of gas meter tampering.

The objectives: 

• Promote awareness of the dangers of gas theft 

• Drive reports of tampered gas meters through Crimestoppers 

 • Deter gas theft and reduce safety risks over the long term.

The industry group worked closely with SES’s marketing agency to utilise their energy theft campaign experience. Through a hard-hitting story, we showed how meter tampering can quickly destroy lives. In a multi-channel strategy, we delivered the message to key personas.

Our press release ‘The Hidden dangers of stealing gas’ generating mass interest from national and regional media.

Results: 

 • Reached 31m, including features on BBC Breakfast News, ITV Tonight Programme and GB News.

 • Online engagement exceeding the industry standard. 

 • Stay Energy Safe website record traffic with a 236% YOY increase to the gas theft page. 

 • Online gas theft reports totalled 504 to date.

The campaign exceeded our targets and, in the long term, offers the opportunity of an annual safety campaign as well as lobbying to support energy theft investigations and prosecutions.

Online gas theft reports grew by 45% throughout the campaign period.