CO Alarms Save Lives
A UK wide APPG campaign built to protect households during regulatory change.
Project Snapshot
UK wide awareness campaign
APPG aligned public safety initiative
Focus on new CO regulations across England, Scotland and Wales
Dedicated campaign website and national distribution
Paid and organic social strategy
Broadcast radio and television PR
Total campaign reach: 94,021,048
The 2022 ‘CO Alarms Save Lives’ campaign aligned with updated carbon monoxide regulations affecting rental properties across England, Scotland and Wales.
The legislative shift created a direct public requirement.
Landlords needed clarity on legal obligations.
Tenants required understanding of their protections.
Households needed accurate guidance on carbon monoxide safety.
Supported by Cadent, SGN, Northern Gas Networks and Wales and West Utilities, the APPG led a coordinated awareness initiative designed to translate regulation into accessible, actionable communication.
This was public interest messaging delivered at national scale.
Communicating Legislative Change Clearly
The campaign was built across multiple channels, each with a defined function.
A dedicated website acted as the central information hub, housing guidance on the regulatory changes and carbon monoxide safety.
Paid social campaigns targeted landlords and tenants directly, ensuring those most affected received clear messaging.
National broadcast PR across radio and television extended credibility and reach within trusted media environments.
Organic collaboration encouraged coordinated participation across stakeholders and contributors.
The structure ensured the message travelled broadly while remaining consistent and accurate.
Structured For Reach And Authority
Paid social activity delivered a total reach of 28,387,246 across META platforms and TikTok.
The PR campaign generated 27,955,000 in broadcast reach across radio, podcast and television coverage, with an estimated PR value of £510,237.
Organic activity further extended reach through coordinated social participation, contributing millions of additional impressions.
In total, the campaign achieved a reach of 94,021,048.
Measured Distribution
The campaign website acted as the authoritative source of information throughout the initiative.
It generated 4.9k unique visitors and 7.3k page views, with 334 resource pack downloads supporting wider dissemination.
The New Rules page alone received 1,324 views, demonstrating active engagement with the legislative updates.
The campaign ensured regulatory communication moved beyond visibility into practical understanding.
Translating Reach Into Understanding
The organisations behind ‘CO Alarms Save Lives’ treated legislative communication as a shared responsibility.
They chose coordination over fragmentation and clarity over complexity.
APPG and public awareness campaigns require careful stakeholder alignment, disciplined distribution and measurable accountability.
When regulation changes and safety is at stake, structure matters.
We outline our full approach to APPG and public interest campaigns here.