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Social Marketing – Surviving Winter

The Snug as a bug campaign was initiated in response to concerns that older people in the most disadvantaged areas of Grimsby were unable to heat their homes adequately. 

 Campaign Objective:Surviving Winter

  • To increase the number of Older People having benefit checks
  • To increase the number of older people having home energy checks,
  • To increase the number of older people having fire safety checks,
  • To reduce social isolation.

26 community members were trained in raising the awareness and engaging their peers in completing Hot Spot Cards which referred individuals into services for a home visit to carry out energy checks, home safety checks and benefit checks.  

A social marketing mixed media approach saw the production of a variety of resources, including leaflets with thermometers,  ‘buddy cards’, hot spot cards, thermos mugs, recipe booklets  and leaflets.  Local people were invited to lunchtime soups and roll sessions and whilst having lunch people were given a short quiz about fuel poverty and surviving winter.  People completing hot spot cards were entered into a prize draw for a halogen heater.


  • 127 benefits checks by the Pensions AgencySurviving Winter
  • Increase of home energy checks from an average of 8 per month to 36 per month.
  • Increase of fire safety checks from 25 referrals to 247 referrals
  • 24 events engaging 674 older people in four months

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