Since 2005, If Skadeforsikring has been one of the main backers of Norway’s Fire Safety Week - a national initiative, which every year draws hundreds of thousands of people, young and old, to open house events at fire stations across the country and helps to organise fire drills at schools, nurseries and places of employment.

Nevertheless, there are very few people who know that If is one of the organisers of this event.

Brief/goals

- Increase awareness of If’s role in Fire Safety Week

- Increase awareness of If’s commitment to fire safety in general

The campaign was rolled out two weeks ahead of Fire Safety Week with several films that were shown on TV and online, web advertising, blog partnerships with bloggers, a comprehensive CRM run and ‘Win the crab badge’ live at Rådhusplassen during a fire station open house. The message was simple: «Play yourself safer from fire at brannleken.no»