Actionair

The Client

Actionair - one of Ruskin Air Management’s three leading brands, is the acknowledged UK market leader in fire, smoke and air control dampers. The company maintains a continuous process of research, development and testing in order to create new products to expand its proven range. Actionair provides unrivalled design and development expertise in ventilation, air distribution, smoke control and screening systems. Although the Actionair range carries a quality and performance guarantee, it needed to promote added value particularly among the construction industry and its partners, who are constantly looking to economise.

The Campaign

Fire dampers, like many building control features are never really put to the test until an actual emergency for which they are designed occurs. And, to prevent such emergencies, every attempt is made at the design stage to ensure such events do not happen. This increases the tendency to ‘fit and forget’ - in other words fit equipment of a ‘sufficient’ specification, rather than the highest quality standard, in order to minimise costs.

The campaign created for Actionair was intended to highlight to architects, specifiers and contractors that they might never forget being responsible for a lesser specification when faced with the awful reminder of lives potentially put at risk should that control feature subsequently fail.

The Results

Early feedback suggests that the campaign’s powerful and emotive visual treatments combined with hard facts are starting to generate increasing debate about lines of responsibility, particularly in relation to emergency scenarios.

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