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How to keep an annual campaign fresh & innovative

Fire Door Safety Week, which speed has run since 2018, is an important campaign aimed at educating building owners and users on the vital safety role fire doors play. But how do you keep an annual campaign fresh and innovative, ensuring that you engage with the right people and maintain momentum from previous years?

This year, Speed helped Fire Door Safety Week secure the highest number of direct campaign pledges to date and generated a total campaign reach of 6.05m – reaching key social housing decision makers with a hard-hitting message. The campaign secured more than 100 pieces of media coverage across national and trade publications and performed well digitally, driving nearly 8,000 visitors to a dedicated website and reaching 3.7 million Twitter users.

The approach to success? Keep it relevant and focused. This year we set out to discover the impact COVID-19 may have had on fire door replacement and maintenance for UK local authority owned-properties – knowing that there had been historic issues with timely improvements being made. Data obtained through a successful Freedom of Information (FOI) request to UK local authorities did identify delays, and was used to inform the PR and content approach.

FOI data can generate unique insight to inform an engaging outreach campaign.  Here are our top tips for achieving credible, unique data:

  1. FOI requests take a lot of time – be sure that the organisations you are targeting will be able to provide the data you need. If you are reaching out to multiple organisations at once, you can always target a handful first to validate your approach.
  2. Ensure your questions are clear and straightforward, with no room for confusion or misinterpretation – especially when you need to analyse and compare data from multiple organisations.
  3. Give plenty of time for organisations to respond – they normally have 30 days to reply to you but COVID-19 has impacted on response times
  4. Aim for at least a 50% response rate for a representative sample size to ensure your findings are statistically robust

Here’s that data in action:

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