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In order to get people to remember the 105 Power Cut emergency number, we used Behavioural Science to understand how people memorise things.
This placed both the Semantic memory (a structured record of facts) and Episodic memory (our memory of experiences) at the heart of our media approach.
The first test surpassed expectations and increased number recall by 15 percentage points. The strategy has been running for three years now, and remains a very effective way to migrate short term memories to long term recollections.
