Organisation type
Public sector
Sector
Consumer protection
Service
Counterfeit electrical goods continue to put people at risk — especially 18–35-year-olds who are more likely to buy them. These products often bypass essential safety checks, leading to fire hazards, electric shocks and wasted money.In the run-up to Christmas, when pressure to buy discounted tech is at its peak, the Intellectual Property Office (IPO) asked Barley to deliver a public awareness campaign that would protect younger shoppers from unknowingly purchasing counterfeit electricals, using our strengths as a behaviour change agency and communications agency to drive safer choices.
Reaching 18–35-year-olds meant engaging a diverse audience with different motivations, platforms and buying habits. Some knowingly take risks; others fall for convincing imitations. Our strategy needed to speak to both.
We created a fully integrated campaign spanning social media, traditional media, influencers and enforcement partners. By focusing on everyday items such as phone chargers and headphones, we grounded the message in familiar products that younger people buy most often — making the risks clearer and more relevant.
The campaign launched around Black Friday to capture early seasonal shopping behaviour and built momentum through December. We conducted new research into young adults’ attitudes towards counterfeit goods to generate compelling news angles, working with enforcement partners so our advice aligned with real-world activity.Influencer content, tailored to distinct audience segments, helped widen reach and deliver trusted, peer-to-peer messaging — a crucial element for behaviour change.
The campaign delivered strong visibility at a critical moment in the retail calendar and helped warn young shoppers about the safety risks of counterfeit electricals. Coverage included a 10-minute feature on BBC Morning Live, demonstrating the dangers in real time and offering practical advice for staying safe.
Across social, influencer and media channels, our integrated approach ensured the IPO’s message cut through — empowering young people to make safer, more informed buying decisions in the run-up to Christmas.
Want to chat?
Feel free to contact our team.
