Plugging into national conversations for the BBSA

ICG has been helping the British Blind and Shutter Association (BBSA) plug into national conversations about energy efficiency and overheating.


We have been supporting the trade body to help create engagement around its campaign, Blinds Make Better.


The campaign was an opportunity for the BBSA to engage directly with consumers for the first time as well as support retailers and manufacturers in spreading the message among customers.


The focus was to share the benefits of shading to help deliver energy savings in the winter and to help stop homes from overheating in the summer. 


Plugging into national conversations for the BBSA


Backed with new research, it was over to ICG to get the message across loud and clear.


Our teams created content for the BBSA website with strong messaging, simplified layouts, informative animations and eye-catching graphics.


Social media has been a key player in spreading awareness with organic and paid content shared across the trade body’s Facebook, Twitter, Instagram and LinkedIn channels. 


In print, eye-catching double page spreads were created for the BBSA’s trade magazine, Openings, while PR coverage reached well known publications such as Ideal Home, Yahoo and Improve magazine.


The results and positive relationships over the initial six months has led to the campaign stretching further with ICG poised for the campaign’s second burst of activity. 


We have also been supporting the BBSA’s Make it Safe campaign to raise awareness about window blind safety.


Blinds Make Better campaign results March – July 2023


  • A 76% increase in users to the BBSA website
  • 570 new followers across social media platforms
  • Over 130,000 impressions gained on paid social activity
  • £194,000 PR value from February and March 2023

Plugging into national conversations for the BBSA