Last year in the UK, 246 people lost their lives in house fires. Many of these deaths could have been prevented if their homes had a working smoke alarm. The human cost of these deaths is immeasurable. The cost of these deaths to the British taxpayer is measurable, and it amounts to an expensive £393,600,000. We needed to find a way to reduce this financial burden of £400m, and to do so on a media budget of only £400,000. Most importantly we needed to encourage everyone in the UK to test their smoke alarm, to prevent these tragic and unnecessary deaths. Our solution was to create a new behavioural association, which linked smoke alarm testing to the clock change dates. By leveraging a behaviour which already existed, putting your clocks back or forward, we could make it easier for people to remember to test their smoke alarms.

Our solution was to create a new behavioural association, which linked smoke alarm testing to the clock change dates. By leveraging a behaviour which already existed, putting your clocks back or forward, we could make it easier for people to remember to test their smoke alarms. The campaign launched two weeks before the clock change date with our YouTube video, promoted on Twitter. The radio launched with a 30 second ad which explained the idea to people, supported by 10 second reminder cut downs which were specifically bought around news programming for extra impact. The copy was time-targeted, referring to this weekend, tonight and last night as relevant. Our print activity launched one week before the date, in national press and magazines. On the weekend itself, we ramped up intensity and launched a PR campaign, creating the impression of a massive media blitz.

Advertising recall overall rose to 45% post campaign meaning almost one in every two adults in the UK were touched by Fire Safety advertising,significant reach for a completely new concept and an on air campaign which lasted only two weeks! Most importantly the campaign prompted an immediate behavioural response. 27% of those who recalled seeing the campaign, responded directly by testing their smoke alarm on clock change day. A high conversion rate, especially for a low interest category and a behaviour change task.

Additionally the campaign laid groundwork to make this an annual association and a new social norm.