'Break Glass'. Research has established that a working smoke alarm reduces your chances of dying in a fire by 50%. Yet many people never check or renew their batteries. This interactive ad in which people break the glass of an alarm that doesn’t go off until the battery has been checked, reminds people just how important it is to check smoke alarms regularly. As a result of this campaign, spontaneous awareness of the need to check smoke alarms regularly rose from 19% to 47%.