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December 11, 2007

Corgi keeps CO awareness campaign on track through measurement

CORGI, the UK’s gas safety and enforcement body, will be running a quarterly brand tracking study to measure the success of its recently launched CORGI Carbon Monoxide (CO) Awareness Campaign.

The online study will target consumers across UK regions that have been identified as at high risk of CO poisoning. Its aim is to gauge whether CORGI has been successful in achieving a positive increase in CO awareness, understanding and preventative behaviours via a campaign which combines roadshow style events with radio and internet advertising and audio podcasts.  

CORGI launched its CO tracker as a result of an initial study earlier in 2007, which highlighted a general lack of awareness regarding the dangers of the gas and how to ensure safety and prevention against poisoning.

Caroline Sutton, spokesperson for CORGI, commented: “The quarterly tracking study will play a vital part in evaluating and if necessary, refining the current CORGI CO awareness campaign. The success of the campaign depends on how effective the selected marketing channels are, with regard to engaging a far-reaching audience. We would hope that in addition to increasing awareness of the dangers of CO, the campaign inspires people to take action to reduce risks around the home and prevent the occurrence of CO poisoning.”

Phil Steggals, account manager at Kadence, which is running the tracking study, added: “In addition to showing where CORGI has been effective in achieving its goals, the study may also potentially highlight where awareness levels and attitudes still need to be addressed across the country, so the work being conducted by the team could actually help to save lives.”
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