Inside MRS Training and Rescue’s groundbreaking campaign to save lives

When MRS approached Fifth Ring, they were already established experts in their field and had a new Aberdeen hub to promote. However, as a company deeply committed to industry safety, their primary aim wasn’t raising awareness of their new base—it was addressing the alarming number of confined space fatalities still occurring across the UK each year.

MRS had identified a critical issue, and the urgency for action was undeniable: many companies were failing to prioritize proper training and risk mitigation. The shortcomings spanned all levels, from CEOs to supervisors to employees, despite legislation, regulations, and guidelines having been in place for over 20 years.

Without immediate intervention, these preventable tragedies—averaging around 15 deaths each year—would persist.

Shaping behaviors, influencing motivations, and driving meaningful change is what Fifth Ring does best. So together with MRS, we set out to create a bold, confrontational campaign that would not only expose the risks of working in confined spaces but also close the dangerous gaps in awareness and training that continue to threaten worker safety.

The objective was simple: spark critical conversation, drive lasting behavioral change, and ultimately, save lives. This campaign would also solidify MRS’s position as the definitive authority in confined space safety, ensuring their legacy endures for decades to come.

While MRS had a clear vision of their goals, they needed strategic guidance to refine their approach and execute the right tactics. With over a century of their expertise already in place, our role was clear—to be the catalyst for change. The challenge wasn’t just to showcase MRS’s knowledge but to harness it in a way that drove tangible action.

Another key task was simplifying the vast and complex information surrounding confined space work. For employers and training bookers, navigating the sheer volume of detail can be overwhelming. Our job was to streamline this information, making it clearer, more accessible, and easier to act on.

Execution: Creative Excellence and Implementation

Our recommendation was to design and execute a comprehensive, hard-hitting content-driven campaign that would be consistent, impactful, and credible. The campaign—called No Room for Error—would feature a wide range of strategic elements, including compelling video, striking imagery, a dedicated landing page on the website, ads, both organic and paid LinkedIn campaigns, and a whitepaper. By creating multiple touchpoints, we aimed to engage and inspire action at every stage—and there would be no excuse for businesses not being trained and equipped to cope.

MRS already had a deep understanding of their target audience, but with an addressable market of over 500,000 safety professionals in the energy sector and more than 2,000,000 in construction, refining the focus was essential. To maximize impact, we concentrated on key regions, targeting decision-makers in Aberdeen, the central belt, and the Highlands. From there, we identified the specific pain points these target markets faced, as well as the common barriers preventing them from undertaking the necessary training.

A key element that set this campaign apart was the creation of a detailed white paper, No Room for Error, which provided a stark analysis of industry training gaps and offered employers greater clarity on their responsibilities and available options. Drawing on MRS’s authoritative expertise, combined with our experience in bringing these influential guides to life, the paper provided practical guidance with a tone that was direct and unapologetic—ensuring a strong, impactful narrative that would resonate with its audience.

The white paper concluded with a powerful call to action from MRS—“the experts you can trust”—underscoring the urgent need for employers to invest in the right training for high-risk environments. The report also provided a prime opportunity for media coverage, with industry publications like Health & Safety International writing articles heralding a “new report revealing critical gaps in safety training for confined spaces.”

Visual elements would play a crucial role in engaging the senses, delivering a stark and unsettling reminder of the dangers of confined space work. To achieve this, we set out to create a full-length film and short ad clips that were both realistic and hard-hitting.

Shot with RED cameras, the ads utilized low lighting, enhanced by smoke machines and distant flashing lights to create a tense, immersive atmosphere. Sound design was kept minimal—just the sound of breathing apparatus—heightening the sense of isolation and danger.

These visuals didn’t just capture attention; they evoked a deep sense of urgency, reinforcing the life-threatening consequences of neglecting safety in such environments.

Supported by a cohesive landing page and four LinkedIn campaigns in total—two sponsored video ads, one sponsored InMail, and one sponsored image ad—we brought everything together to tell a compelling story. Our goal was to highlight the complexities of confined space training in a way that resonated across multiple channels—and we believe we achieved exactly that.

Results: Outcomes and Effectiveness

The five-month campaign delivered outstanding results, surpassing key performance indicators and industry benchmarks within the first month alone. Click-through and view rates exceeded targets, highlighting the messaging’s strong relevance and engagement. More importantly, we reached the right audience—project managers and directors in the oil & gas, machinery manufacturing, and construction industries—who accounted for the majority of clicks.

In total, the campaign generated over 511,000 impressions, with the video amassing more than 107,500 views. Most notably, it delivered 55 high-quality leads from companies that actively engaged with the content. One lead alone resulted in 110 training opportunities, while the campaign as a whole drove month-over-month revenue growth of 75% to 100% compared to the same period the previous year.

Beyond digital metrics, the campaign’s success had a direct business impact. To meet growing demand, MRS expanded its team, hiring four additional staff members—a testament to the campaign’s effectiveness and its lasting influence on the company’s operations.

MRS was thrilled with the outcome, recognizing both the significant impact on their business and how we pushed creative boundaries to deliver something truly unique. Even months later, the campaign continues to dominate their website’s homepage and organic socials, a testament to its enduring relevance and compelling storytelling.

Success is great. But ultimately, our hope is that this campaign did more than just drive numbers—it helped save lives.

We recognize a perfect partnership when we see one, and we knew from the outset that this collaboration had real potential. It’s easy to take the conventional route, but that’s not what we do at Fifth Ring. We create business opportunities and drive change through powerful, innovative, inspiring, and measurable communications. Our work shapes motivations, influences business decisions, and helps our clients not just stand out, but truly own their space.