Summary
Air pollution describes the different types of harmful chemicals and particles in the air. Indoor and outdoor air pollution have a significant impact on health but there are actions that can limit exposure to air pollution.
Hitch Marketing was commissioned by Wirral Council, to support a Department for Environment, Food and Rural Affairs (DEFRA) funded project to improve air quality by reducing particulate emissions from domestic burning.
The ‘Breathe Better’ behaviour change campaign aimed to educate Wirral residents to recognise sources of air pollution and understand how best to protect both their health and their family’s health.
Our Approach
The objectives were to reduce particulate matter from domestic burning through education. They aimed to educate and empower residents, particularly vulnerable groups, with knowledge on reducing exposure through targeted initiatives. The campaign also sought to encourage and support residents to adopt safer burning practices, such as using dry/seasoned wood, reducing frequency of burning, and maintaining stoves and chimneys. This would enable informed choices that minimise household air pollution.
The COM-B model was used to refine the strategy and align intervention options. It focused on building psychological capability through education on the effects of burning at home contributing to air pollution. This included raising awareness of particulate levels indoors and the impact on health. It also covered ways to burn better and reduce risks, and awareness of smoke-control areas.
It also sought to build automatic motivation using persuasion and modelling. This included creating pride in Wirral as a beautiful, clean place to protect. It featured Wirral residents sharing their experiences and showed how small changes benefit health, reduce pollution and save money. It also included professionals sharing expertise. This approach aligned the strategy with the needs of identified segments and informed the campaign’s strategic direction.
Research
Secondary research was used to review literature on air pollution, its prevalence, and local awareness; this was followed by a stakeholder workshop. A survey was distributed to Wirral residents and businesses to understand attitudes and experiences. Focus groups explored residents’ motivations and barriers to adopting better burning practices.
Research Findings:
Three main audience segments were identified:
- Economic necessity – The primary segment burns indoors out of financial necessity (or perceived necessity), mainly to heat their homes.
- Aesthetic traditionalist – The second segment burns for aesthetic reasons, creating a cosy atmosphere or appreciating the traditional aspects of a solid fuel fire.
- Small businesses/professionals – The third segment supplies fuel or burning appliances and plays an important role in the information they provide to customers.
Execution
The campaign was implemented in phases:
Phase 1.1: Safe indoor-burning practices. Promoted through case study videos and assets featuring a Wirral-based family and business. Digital communications targeted specific segments of the Wirral population.
Phase 1.2: Raising awareness of health risks. Mixed media burst including digestible tips for residents to implement, stakeholder engagement with healthcare professionals, plus an animation.
Phase 2: Indoor burning. Case study videos on social media, plus increased stakeholder and business support through a grassroots approach – developing toolkits to help them amplify campaign messages.
Results
Evaluation assessed impact through public surveys, business feedback, and digital analytics. Success was measured against KPIs:
- Increased knowledge about self-protection from air pollution – 32% felt more informed, with strong reach in vulnerable communities.
- Behavioural changes in fuel burning practices – 12% switched to drier wood; 7% reduced burning.
- Increased awareness of air pollution issues – 35% recall, with social media as key touch points.
Building on the success of ‘Breathe Better’, Hitch is now extending this approach through ‘Thriving Communities’ – using behavioural insight to empower Wirral residents to live healthier, more sustainable lives.
Project evaluation
The audience’s response to the campaign was very positive. The headline landed well, effectively capturing attention, while the inclusion of relatable case studies further resonated. The campaign’s message was noted for its clarity and simplicity, enhanced by engaging and relevant imagery that held viewers’ interest. Health and mental health benefits associated with active travel were also identified and resonated with.
An independent evaluation stated: ‘This campaign is received very positively, in many respects its pushing at an open door of attitudes and behaviours. People feel they are walking and cycling more than ever and all of the health benefits communicated are believable and credible’.
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The theoretical underpinning for the project was shared at the World Social Marketing Conference 2025 in Spain. View the poster online here.