London Fire Brigade: Using Twitter to engage hard-to-reach audiences and deliver a ‘life-saving’ impact

London Fire Brigade Creative Use of Twitter

It was only a couple of years ago that we trained a member of the communications team for the London Fire Brigade (LFB) – focusing on the benefits of Twitter to support their communications strategy. And now, not only have the LFB started using it but they are well ahead of most organisations – showing outstanding creativity and results. The LFB have targeted safety messages to hard-to-engage population segments such as young-Londoners. The case study below is one of our favourites and shows how the LFB used humour and a ‘relevant theme’ in their #FiftyShadesofRed Twitter campaign to engage and ensure a ‘life saving’ impact.

LFB #FiftyShadesofRed Twitter Campaign

London Fire Brigade’s #FiftyShadesofRed Tweets

See below for a selection of tweets from the LFB’s #FiftyShadesofRed campaign that successfully communicated the real and wasted calls that the LFB have had to attend which detract from ‘real’ 999 emergencies… though we have a lot of sympathy for all those referenced below.

London Fire Brigade #50ShadesofRed Tweets

Written By Dowshan Humzah

Dowshan Humzah has delivered profitable business growth via product development, brand innovation and digital channel expansion for blue-chip companies across Financial Services, Internet, Telecoms, Media and FMCG as well as business start-ups. He shows how organisations can benefit from applying a ‘digital and social media lens’ across their core organisational objectives and then answer the ‘so what’ question in order to generate customer and financial value from digital tools. You can find him on LinkedIn and Google+


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