Cambre designed a communications programme for EFRA to convey the benefits of fire safety additives and address common misperceptions. Target audiences included policymakers, regulators, NGOs and consumers.
When flame retardants were under intense scrutiny by regulators and campaigning groups, the available information in the public domain was often biased or incomplete. EFRA wanted to counterbalance the public debate by providing accurate information on flame retardants in terms of health, safety and the environment. Cambre was asked to devise a benefits communications strategy and programme aimed at key political and regulatory stakeholders as well as the general public.
Once a strategic approach was defined in collaboration with EFRA, a wide range of tactics and tools were developed including trade fair booths, fact sheets and leaflets for different stakeholder groups. Cambre also created an interactive Fire Safety Web Site, a platform to explain how flame retardants minimise threats to life and property. In addition to EFRA, the site has been supported by a number of EU and national organisations dealing with fire-safety.