The UK's Gas Distribution Networks (GDNs) have come together for a national campaign aimed exclusively at young people to increase awareness of the dangers of carbon monoxide (CO), announced on 27 April 20231. The digitally led initiative, called "Game Over", targets 16 to 24-year-olds and is being led by SGN and Wales & West Utilities alongside Northern Gas Networks and Cadent1.
The campaign features short films and audio ads distributed through social media including Facebook, YouTube and Snapchat, streaming services ITVX, All 4 and Spotify, and digital radio via DAX and Octave Audio1. It also includes a retro arcade game, and student ambassadors from 16 universities across the UK have been recruited to distribute campaign content, with a university roadshow being rolled out alongside other on-campus work1.
The networks cite joint GDN research from 2020 showing lower awareness and alarm ownership among younger people1:
| Measure | 16 to 24-year-olds | Comparison group |
|---|---|---|
| Awareness of CO poisoning fatality | 82% | 92% overall |
| Have a working audible CO alarm | 26% | 63% of 65 to 74-year-olds |
| Think annual gas appliance servicing important | 79% | 97% of 65 to 74-year-olds |
The announcement states that around 40 deaths are caused by CO poisoning each year in the UK and that 4,000 people are treated in hospital as a result1. CO is described as a poisonous gas that cannot be smelled, tasted, seen or heard, produced when fossil fuels such as coal, wood, oil or natural gas do not burn properly1. Symptoms listed include headaches, tiredness, nausea, dizziness, drowsiness, shortness of breath and, in extreme cases, loss of consciousness; unlike flu, CO poisoning does not cause a high temperature1.
"Educating young people about the dangers of CO is a high priority for us as GDNs and forms a major part of our collective strategy due to the low levels of awareness and CO alarm ownership within this higher risk group."
Why it matters for households
The campaign identifies 16 to 24-year-olds as one of the most at risk groups from CO harm, with Wales & West Utilities noting that people in this age group are often leaving the family home for the first time1. The networks' advice is to get an audible carbon monoxide alarm in every room with a gas appliance and test it regularly, and to have gas appliances serviced annually, including gas boilers, gas cookers and gas water heaters1. They also advise looking out for flames burning a floppy yellow or orange rather than crisp and blue, pilot lights on boilers frequently blowing out, extra condensation inside windows, and soot or yellow stains around appliances1. If an alarm sounds or CO is suspected, the advice is to move outside into fresh air, leaving doors and windows open, then call the National Gas Emergency Service on 0800 111 9991. Further detail on alarms and their placement is set out in the guide to carbon monoxide alarms and on where to put a carbon monoxide alarm, within the wider home emergencies guidance covering fire, carbon monoxide, gas leaks and burst pipes.
What happens next
The announcement gives no end date for the campaign. It says the university roadshow is being rolled out and that student ambassadors will distribute campaign content, and directs readers to a behind-the-scenes film and the campaign website for more information1.
Home Emergencies
Carbon Monoxide Alarms Guide
