Fire Kills Campaign James Webb and Mary-Ann Auckland Prevention, Protection and Road Safety Forum 27 February 2013
Fire Kills Campaign A short history The national smoke alarm campaign began in 1988, re-branded as Fire Kills in 1999. Primary message fit smoke alarms, switched to testing in 2003. Target vulnerable audiences as identified through research. In 1987, only 9% of households had a working smoke alarm. Latest figures indicate this is now at 86%. Accidental dwelling fire deaths in England have halved since the campaign s inception in 1988 534 to 187. Work of FRA and the national campaign has contributed to the long-term fall in dwelling fire deaths in England. English Housing Survey confirms that only 22% of fires are reported to FRAs.
Fire Kills Campaign Partnership with FRAs The success of the campaign relies on the partnership with fire and rescue authorities in England. PR and partnership activity at the national level, along with national media advertising provide hooks for local delivery. Utilising fire and rescue brand More impact when message delivered by a firefighter. Securing wider coverage Nationally coordinated campaign increases impact
Fire Kills Campaign A National Brand DCLG Fire Kills team aims to support local delivery - Not all of what we do will be relevant to each FRA. - Important for each FRA to strike a balance between national and local initiatives. Fire Kills is a shared brand - national brand allows for opportunities to be shared across FRAs. - national initiatives can be taken and run with locally. - local initiative can be expanded to run nationally.
Fire Kills Campaign A National Brand Example National Partnership with The Cooperative Greater Manchester FRS built up a partnership with The Cooperative to promote fire safety messages to staff and customers. They passed details onto us to investigate national opportunity. To support October clock change national advertising, they produced bespoke till-screen adverts in all food stores and ran in-store radio adverts. All at no cost!
Research and Evaluation
Fire Kills Campaign Research and Evaluation Analysis of FDR1 data identified specific vulnerable groups: o elderly people (half of fire deaths 65+) o single middle aged people who drink and smoke in the home o single parents o young people, including students o disabled/impaired people o some non-english speaking groups Further research identified how we might best target these groups with certain messages. Learning Lessons from Real Fires Understanding People s Attitudes Towards Risk
Fire Kills Campaign Research and Evaluation Advertising has successfully increased the number of people who test their smoke alarms BUT this declines when advertising is off air. Current campaign aims to link changing clocks with testing smoke alarms. o Less of an effort when off the sofa anyway o Ensures people test at least twice a year o Long-term, only a nudge needed to test at clock change Clock Change 2011-12 One-third of people seeing print ads tested 30% of people hearing radio ad tested One in seven overall tested Research in 2009 suggested that Fire Kills advertising saved 8-21 lives per year; a life is worth 1.65m (HMT)
2012/13 Campaign
Fire Kills Campaign 2012/13 Campaign ERG clearance for 1m campaign Continued to embed behaviour change linking changing clocks to smoke alarm testing Developed visual creative: Put clocks in context, eg mantelpiece, bedside table All timepieces linked to a vulnerable group BAME campaign based on blessings
National media during clock changes in October 2012 and March 2013 Weekly testing activity is best done by FRA but a matter for local FRAs. BME during main faith festival period November 2012 with new creatives. Featurelink (local press) and community messaging (local radio). Interactive Facebook page www.facebook.com/firekills New online video released 4 March New radio fillers (public safety messages) Partnership work, PR and press. Evaluation before and after each national wave (MORI) Fire Kills Campaign National Advertising 2012/13
Fire Kills Campaign National Advertising 2012/13
Fire Kills Campaign National Advertising 2012/13
2013/14 Campaign Going forward
Fire Kills Campaign Going Forward 2013/14 National campaign aims to support local FRA community fire safety delivery we see FRAs as co-owners The Fire Kills Practitioners Group Represents the FRA community Provides input and direction for national campaign Comments on all products, eg monthly briefing packs Represents the wider FRS community. Fire Kills needs to be part of strategic decisions on community safety and prevention communications to support you and deliver value for money
Fire Kills Campaign What s happening now 2013/14 DCLG has applied to the Cabinet Office Efficiency and Reform Group (ERG) for exemption from the marketing controls. If we get the go-ahead We will re-tender the agency to refresh creative approach (FirePRO on team) We will continue to embed clock change linkage and encourage people to test for others, especially older people Changes in the bid: Message of an alarm at every level and near areas of high risk Expand online activity Refresh pictorial approach for excluded groups and non-english speakers Poss some form of direct marketing to hard-to-reach groups Take forward partnerships voluntary and community sector, commercial
Any questions?
The Road Safety Challenge Long standing priority 1 st speeding conviction 1896 Driving test introduced 1935 Seatbelt introduced 1967 Impressive road safety record By 2000 the UK had the safest roads in the world But Crashes still at unacceptable level 2000: Ten year target to reduce them 2011 Published Strategic Framework for Road safety
Road Safety strategy Engineering Enforcement A different mix for each policy Education
Communications establish environment for legislation and compliancy Social Change Communications Legislation
THINK! was designed to work in three ways: ISSUES Drive efficiency by creating coherence around previously separate road safety issues INDIVIDUALS Prompt personal reappraisal of poor road safety attitudes and behaviour STAKEHOLDERS Galvanise road safety stakeholders around a common cause
The role for communications 1. Signposting road safety 2. Alerting you to think about dangers on the road ahead 3. Pricking your conscience by making you think about the possible consequences of your actions on the road
Different channels/media play different roles Education & awareness drivers Detailed information In-situ reminders
THINK! has significant influence on Road Users 49% 52% 67% 77% THINK! has a strong influence on how people behave on the roads THINK! makes a difference to safety on our roads When I see something with THINK! on I trust it When I see something with THINK! on I take notice 89% Awareness of THINK! Source: BMRB Feb 2011, 1,371 Motorists
THINK! Priorities What s coming
THINK! Priorities - What s Coming - Motorcycling March to May Targeting motorists Focussing on Junctions Stronger call to action
Developing THINK! by getting closer to the issue VICTIMS KSI STATS CYCLIST PEDESTRIAN MOTORCYCLIST DRIVERS Who is at fault? THOSE RESPONSIBLE (YOUNG) DRIVERS What are the main contributing factors? THE REASON WHY Error/Impairment What are the causal behaviours? THE BEHAVIOUR CHANGE ISSUE FAILURE TO LOOK ROAD HAZARDS Challenge head on with irrefutable evidence e.g. TfL Moonwalking bear Place the blame elsewhere e.g. Change 4 Life
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