The Challenge
The London Boroughs of Camden and Islington, alongside representatives from additional London Boroughs, sought a campaign vehicle to challenge long-held assumptions about domestic wood burning in inner-city London and support the London Wood Burning Project.
The project set out to warn London residents of the dangers of burning wood in crowded urban areas and raise awareness of its contribution to respiratory diseases such as asthma and lung cancer because of the PM 2.5 particles it produces.
Our Creative Strategy
Our task was to develop a creative campaign that could be used across London Boroughs to challenge beliefs that domestic wood burning was without risk. A specific objective of the project was to engage audiences who might be considering installing wood burners in the run up to winter.
Our strategy was to demonstrate that wood burning was harmful to the shared atmosphere that Londoners breathe. We wanted to raise awareness and curiosity, causing the public to reassess their behaviour, leading them to investigate the statistics and studies featured on the London Wood Burning Project website
The Solution
Working with artist, Euan Roberts, we created an illustrated character named ‘Burny’ to act as a striking and memorable visualisation of the air pollution ‘monster’ that results from burning wood.
Burny brings to life the hidden dangers associated with burning wood, in an engaging and accessible way, prompting audiences to re-evaluate their previously held beliefs.
Ad creative output
Static 6-sheets
Bus T-side
Escalator Panels
Wall Mural - Mock Up
Roadside 48-Sheet
Static Social
Results
The creative message sparked conversations and was featured in print and digital publications across London, including The Standard and The Times.
But most importantly, the campaign created reached across London...
- 2 in 3
- Londoners sure the campaign
- 71.8
- Million impressions delivered
- 19.4
- Million impressions in OOH
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Meet Burny
The London Wood Burning Project was created by a collaboration of London Borough Councils, including Camden and Islington. The aim... to raise public awareness across the nation's capital of the potential public health risks caused by burning wood at home!
