Breaking down complex topics and communicating them in an engaging way is what we do best. So, when our alarm signalling client, AddSecure, came to us wanting to raise awareness about a technical piece of public protection legislation commonly known as Martyn’s Law, we knew we would have to simplify the jargon and clearly highlight the actions venues had to take. 

Although Martyn’s Law is an important piece of legislation that requires every building with a capacity of over 200 people to implement measures to prevent a serious incident, not many venues realised it impacts them. Already in its implementation period, AddSecure wanted to draw attention to this potentially lifesaving law. However, due to its complexity, this campaign couldn’t just aim to raise awareness – it had to go one step further and provide sector-specific education for different types of venues. 

We knew that a white paper hosted on the AddSecure website would be the best option for educating venue managers and owners about the law as it would allow us to go into detail about the requirements, while an accompanying media relations campaign was needed to promote it. 

Martyn’s Law itself is incredibly complex. There are a number of requirements, caveats and conditions that affect a diverse number of venues, including hospitals, schools, airports, construction sites and office blocks. Each venue would need to have its own sector specific challenges addressed with practical advice on preparing for the law’s implementation.  

Delivery of the white paper was also up against a strict timing plan and needed to be completed ahead of one of AddSecure’s largest industry events. Due to exhibit at The Security Event, collateral needed to be ready early so sales teams could use it as a conversation starter during the event. 

While the white paper was perfect for explaining the law in detail, we also needed to create a plan to promote it. With many venues still in the dark about the implications for their premises, we had to devise a comms and content plan to alert the relevant people to the changes and direct them towards the white paper, hosted on the AddSecure website.  

Due to the complexity of the legislation, we needed to produce a piece of long-form content that was able to fully delve into the nuances of the law in an engaging way. To deliver this, we felt a standalone white paper would give us the space to make sure we were giving venues in a range of sectors the information needed, including scenario-based case studies that demonstrated exactly the steps that key venues would have to take.  

To promote the white paper, in addition to The Security Event, we knew we needed to spread the message far and wide. Although media relations was the best method of achieving this, with the law affecting so many different sectors each with different nuances, in this case one size did not fit all. To ensure that we were tailoring the information appropriately, we created a master press release with information that applied to all, and then tailored it so each sector had a bespoke version. This maximised the chance of coverage and ensured that the readers were getting accurate information.  

We bolstered the media relations campaign efforts by securing thought leadership articles in key sector titles and broadcast interview opportunities on relevant podcasts. The thought leadership articles allowed our expert to go into more detail for the sectors where complying with Martyn’s Law is more complicated, for example, healthcare facilities and educational institutions, while the broadcast opportunities gave our expert the opportunity to speak directly to the installer audience.   

We’re continuing our work on Martyn’s Law until it comes into force in Spring 2027, but so far, we’ve secured 18 pieces of coverage, across broadcast, print and online media relations, covering every target sector.  

The white paper has been critical to educating venue managers and ensuring they are taking steps to prepare for the law’s enforcement next year. What started as a useful conversation starter for The Security Event, is now a key part of Addsecure’s BD strategy. 

Want to find out more about how you can create an educational campaign? Get in touch with the team today. 

If you would like to read the white paper, click here.