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  • Fire

Fire Kills

Client: The Department for Communities and Local Government
Brand: The Department for Communities and Local Government

RKCR/Y&R is launching a new national Fire Kills campaign for DCLG (the Department for Communities and Local Government) highlighting the vital need for people to test their household smoke alarms.

The new campaign ties in with the beginning of British Summer Time on Sunday 31 March. It extends last year’s activity which created a behavioural link between clocks going back and the need to ensure smoke alarms are working.

This year’s campaign features a TV treatment – and online video - for the first time and features a boy in a burned-out house who plays with toy cars whilst covered in soot. His opening words state: “Last year in England, 15 children died in house fires. Children like yours. So, parents, I’d like you to make a promise. Repeat after me…” He then reads aloud a pledge to urge parents to check their smoke alarms to give their family the best chance of surviving a house fire. The poignant ad ends as the boy walks towards a window and slowly disappears as a ghost.

Print work, showing melted clocks in situ - on the mantelpiece or in the bedroom – supports the TV. The work carries pointed headlines including, for example, “Do you swear on your child’s life to test your smoke alarm tonight?” next to the image of a child’s melted clock.

The campaign will also be distributed to the Fire and Rescue services for use, with the TV ad running after 9pm.

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