Civil Aviation Authority

#400ft Britain

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THE PROBLEM

How do you put a limit on people’s flying fun? The CAA needed to educate the public on the ‘Drone Code’ and reduce irresponsible use of drones.

THE STRATEGY

Celebrate don’t castigate – change consumer behaviour positively by celebrating rather than criticising drone use.

THE IDEA

400ft Britain – collaborating with VisitEngland, we created a drone photography and videography competition that creatively brought the Dronecode to life.

The best of the video and stills from entries were shared through social, digital and traditional media channels. The content was supported by endorsement and support from the aviation and drone industries.

BUSINESS IMPACT

1-in-6

Within 6 months, the campaign raised awareness of the Dronecode among the public from 1-in-9 to 1-in-6

15%

Drop in public perception of drones as ‘dangerous’

14%

Drop in public perception of drones as ‘unregulated’

MEDIA IMPACT

PRCA Winner

Best Public Sector Campaign 2017

70

Pieces of coverage, including 15 nationals

100%

Message penetration

SOCIAL IMPACT

1,200

Competition entries; over double the expected amount

5,000

Individual social posts responding to #400ftBritain

CLIENT TESTIMONIAL

  • For us, it was a ground-breaking step change in how we try to achieve our aims. Normally, as regulator, we use the ‘stick’ approach and the whole aviation industry expected us to do so here with drones. As such, to be this brave and use the carrot approach was something few were expecting, but all of whom bought into once they saw the results coming through, and the positivity radiating out from the public and industry peers. This has been a game changing bit of work for the aviation industry

    – Jonathan Nicholson, Assistant Director, Civil Aviation Authority
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