How do you stop people having fun with a toy?

Growing concern about the safety of recreational drone use meant the CAA had to educate drone users on the responsible use of the craft and reassure the wider public about the risk.

Rather than threaten and criticise drone users, we chose to celebrate drone use launching 400ft Britain, a drone photography competition to take aerial photos of the UK from 400ft, the height beyond which drones are not permitted to fly according to the CAA’s Drone Code. An abundance of content was generated and the campaign ran across traditional, digital and social media.

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Awareness among the UK public for the Drone Code


Drop in public perception of drones as ‘unregulated‘


Drop in public perception of drones as ‘risky‘


Competition entries – double than expected


Pieces of coverage, including 15 nationals and 100% message penetration


Individual social posts responding to 400ft Britain