The challenge
The UK’s buildings are among the oldest and least energy-efficient in Europe. To hit net zero, millions of homes and workplaces need upgrading, a process known as retrofit.
The trouble? Few people understood what retrofit meant, let alone why it mattered. Research showed over half of consumers had never heard the term, and only one in 20 knew their home’s energy rating. Add to that an industry facing cost concerns, skills gaps and regulatory hurdles, and you have a crisis of confidence.
BSRIA, an authority on building performance, saw both a national imperative and a strategic opportunity. To become the definitive voice on retrofit, BSRIA needed to shift from a respected research body to trusted thought leader.
The challenge was clear: cut through industry noise, educate audiences and build confidence in retrofit as part of the climate solution, while making BSRIA the go-to authority on the subject.
The solution
We started with a simple premise: if BSRIA was going to lead the retrofit debate, it needed to own the data behind it.
We commissioned two large-scale surveys; consumers and construction professionals.
Compelling insights uncovered:
- Eight in ten consumers were unconvinced of retrofit’s benefits
- 1 in 5 homes lacked basic insulation
- Half of the professionals relied on self-certification instead of independent testing
- 4 in 10 cited regulation as a major barrier
This research gave journalists fresh, newsworthy stories grounded in evidence. From here, the campaign unfolded with four aspects.
- Research-led storytelling
We turned survey findings into a series of press releases tackling confidence gaps, cost myths, skills shortages and insulation failures. Each was pitched to different media segments (national, trade and consumer) to maximise reach. - Flagship event
We amplified BSRIA’s annual Briefing as ‘Sustainable Futures: Redefining Retrofit for Net Zero Living’, which attracted 300+ industry leaders, and featured high-profile speakers including Baroness Brown of Cambridge, using this flagship to launch the retrofit focus to the industry and securing blanket trade coverage. - Thought leadership
We established a proactive press office, ensuring BSRIA’s experts became regular media voices on retrofit policy and provided commentary across the media landscape, from The Daily Telegraph to Fix Radio and the construction trade press. - Integrated marketing
Working closely with BSRIA’s internal marketing team to ensure retrofit messaging was woven through BSRIA’s wider communications, from social media to brand announcements, ensuring consistency and reinforcing authority across every channel.
The results
The campaign smashed the targets
Media impact
- 64 pieces of coverage (vs 30 target)
- Reach of 55.3 million people
- 167,000 estimated article views
- Coverage spanning national, trade and specialist titles
Authority built
- BSRIA became a more recognised thought leader
- Technical experts positioned as trusted voices, now sought-after by media
As Amanda McDonald, Head of Marketing at BSRIA, put it:
‘What retrofit gave us was a clearly articulated focal point for us to hang our communications around. The use of data allowed us to maintain media visibility through the phased series of releases and it provided a powerful proof point with journalists especially when combined with our deep technical expertise.’
This was both a successful PR campaign and a strategic repositioning. By owning the data, leading the debate and amplifying expert voices, BSRIA became the trusted authority on retrofit, helping make buildings better environmentally, operationally and for people.
“BSRIA had been lower profile for a number of years, and we’d struggled to achieve media cut through previously.
What Retrofit gave us was a clearly articulated focal point for us to hang our communications around. The use of data allowed us to maintain media visibility through the phased series of releases and it provided a powerful proof point with journalists especially when combined with our deep technical expertise.”
Amanda McDonald
Head of Marketing
BSRIA
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