HIBER-NATION
UK hibernation habits through the colder months – like fiddling with the thermostat, making a cuppa, even snuggling up on the sofa – can produce excess moisture in the home that, without effective ventilation, can lead to condensation and potentially toxic mould. Our work for Zehnder Group UK helped to shine a spotlight on how these habits in winter can affect our indoor environments.
The average family produces 24 pints of water vapour a day through routine activity that without adequate ventilation can result in condensation on cold surfaces throughout the home. Left untreated, the excess humidity and damp can turn into black mould. Exposure to mould can have a severe impact on our health.
The
CHALLENGE
As winter sets in UK households turn up the heating, shut doors and windows and look to draught-proof their homes.
But daily ventilation habits like opening windows are reduced and behaviours, such as drying washing inside and turning off extract fans, lead to increased humidity in the air and condensation that can turn into harmful mould if not dealt with. 361 was tasked with educating people on the implications of this behaviour and poor ventilation – both from a property perspective but also health due to bad indoor air quality.
What
we did
We took a closer look into the nation’s plans for winter and identified, through primary research, that the average Brit planned to spend a bum-numbing 234 hours sitting on the sofa – sipping 130 cups of tea/coffee, enjoying 13 duvet days and watching 39 movies. The research uncovered that from December to February Brits will spend nine hours of their waking day inside, only venturing out for three hours.
361 released the findings to the press, warning of the dangers of spending too much time indoors over the winter months. We provided commentary from experts, Zehnder, as to how by adopting this behaviour we could be creating a ‘sick’ environment in our homes and affecting our health.
The
Results
The campaign achieved a reach of over 18 billion across 33 titles, including FIVE national news outlets.
Broadcast outreach resulted in 13 long length feature interviews and ongoing thought leadership positioned Zehnder as the ‘go-to’ experts for indoor air quality as well as mould and condensation issues.
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