Public Health Communications: Behaviour Change Campaign for Domestic Burning Project

CLIENT: West Northamptonshire Council

SECTOR: Public Health & Environmental Services

SCOPE: Behaviour Change Campaign Strategy & Implementation

We partnered with West Northamptonshire Council on a government-funded behaviour change campaign. It addressed air quality and domestic burning habits across the region.

The Council secured funding to study particulate matter (PM) pollution from solid fuel burning. This is a significant contributor to poor air quality and preventable health impacts. Our role was to develop and deliver the public health communications campaign. It was designed to raise awareness and shift burning practices among residents.

The Challenges

The challenge was striking the right balance in our environmental health marketing approach. We balanced health education with sensitivity to economic realities. For some households, solid fuel burning represents their only viable heating option. Many have made significant investments in wood burners and stoves. The campaign needed to educate without being overly prescriptive.

Our Solution

Our team developed a targeted behaviour change campaign strategy. It was informed by comprehensive research. This included a winter resident survey, air quality monitoring, and health and economic impact assessments. The campaign creative focused on practical, achievable behaviour changes. It avoided outright restriction. This covered efficient burning, 'Ready to Burn' legislation, and health impacts.

We launched the campaign in September 2025 to capture the early burning season. This public sector communications campaign delivered clear, accessible messaging across multiple touchpoints. We developed audience-specific materials for three priority groups. These were identified through the research. We also created broader public awareness content. Our health awareness campaign messaging was informative rather than prescriptive. It empowered residents with knowledge to make informed choices.

Key messages emphasised that small changes could make a big difference. These included:

- - Using approved fuels and ensuring efficient appliances.
  - Understanding smoke control areas.
  - Recognising that small changes can make a big difference for community health.

The Results

The campaign's success will be measured through a follow-up winter survey in 2025/26. This will assess awareness levels and behaviour change among West Northamptonshire residents. The project showcased our ability to translate complex data into compelling, empathetic campaigns. Campaigns such as these drive real-world change.

Deliverables

Deliverables for the project included:

- - Campaign strategy and research
  - Messaging framework and creative development
  - Audience targeting and segmentation.
  - Awareness materials and multi‑channel implementation