Each year there are around 2,500 serious house fires. It can happen to anyone, and when it happens, it happens fast – most house fires become unsurvivable within five minutes.
A working smoke alarm gives you an early alert, and helps get you out alive. Trouble is, people tend to think they’re safe because they have smoke alarms, but left unchecked, these alarms could be out of date, or out of batteries.
‘The Day of Influence’
This is how it was billed by NewsWorks “conceived to demonstrate the impact of reaching and influencing a large audience across news media brands in one day.”
$300,000 of media space. On one day. Awarded to the idea NewsWorks believed would most likely achieve a big result on that day.
NZ Fire Service, like any government agency, would love to do more if they could. But there is only ever so much budget available. They came out ahead of many other advertisers, winning the chance to take this unique opportunity to boost the number of people checking that their smoke alarms are working.
News media lends itself to telling a story. And boy was there a story to tell. Hard-hitting photography of people standing inside the remains of their homes that had been destroyed by fire was used to capture attention. Personal stories were especially relevant to each region, e.g. readers in Hawkes Bay learned about what a local family lost when their Taradale home caught fire.
The copy then revealed that the double page was actually printed with ink containing ash from the remains of real households burned by fire.
Did the Fire Service prove they were deserving of the free advertising?
Indeed they did! This surprising use of print media created mass behaviour-change in just one day.
- 70% of those surveyed, checked their smoke alarms that day
- Thousands bought new smoke alarms