Fire Kills, simple messages can prevent it.
By The Team 18 Feb 2009.
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Saving lives with simple messages – since the campaign was launched 10 years ago fire-related deaths have reduced by an average of 89 per year.When the power cuts out do you light some candles? Plenty of people do. Jodi Blenkinsop from Lincoln did, and they started a fire in her lounge. Fortunately she also had smoke alarms with working batteries – a fact which undoubtedly saved her life, and the life of her little boy Jake. Jodi is just one of the estimated 890 lives saved by the Fire Kills campaign.
Despite losing everything, Jodi was grateful that to have her boys and to be alive and well. “I owe everything to Lincolnshire fire and rescue service for installing my smoke alarm, without which we might not be here today,” she said after the fire.
Smoke alarms save lives
Fire Kills is a hugely important campaign for us. We work hard to make a big difference to peoples’ lives with the work we do for all clients – but with Fire Kills we’re helping save lives.
Take our most recent campaign literature, prompting people to ensure they install smoke alarms... and maintain them. Smoke alarms save lives. It’s a fact. But the real truth is that people are busy, easily distracted... and, well... lazy. So what they need is a prod.
‘Smoke alarms save lives’ was attention grabbing and a direct reminder of the action required. ‘Fire Kills’ acts as a constant reminder of what’s at stake. Are these campaigns effective? Well, smoke alarm sales have increased by 78%.
Simple, direct, effective
The success of the recent work we’ve done for Fire Kills was achieved by combining simple messages with evocative visual cues to ensure the information presented is memorable, quickly imparted and easily understood. Other examples include: ‘Plan your escape’, ‘Stop, drop and roll’ and ‘A fire doesn’t have to kill you to take your life’.
Simple and direct messaging, using a focused, firm but friendly voice – never long-winded or patronising. That’s how we get results. Over the 10 years since we first developed the Fire Kills campaign brand we now have high brand awareness with the public and we’re changing behaviour. It’s got me thinking we could develop another word mark, ‘Simplicity Saves Souls’. Or we could take our own advice and just say this: keeping it simple works wonders.
If you'd like to know more, please contact dandufour@theteam.co.uk
