With 60% of the country’s smoke alarms having either flat batteries or none at all, FCB has launched a new campaign for the NZ Fire Service, to help get Kiwis checking their smoke alarms regularly.
The campaign – FCB’s first since they won the account earlier this year – includes two TVCs, banner advertisements and Facebook outreach, skewed towards key audiences, who are identified as likely to believe that a fire won’t happen to them. These include high-risk groups like renters, at-risk families, the elderly and people living alone.
FCB ECD Tony Clewett says the campaign was about doing what you can to protect your loved ones.
“Eighty percent of New Zealand homes have smoke alarms installed, but more than half of those don’t actually work,” he said. “A tragedy in the making.”
Our brief was simple: get Kiwis off their butts and up the ladder, making sure their smoke alarms are functioning properly.
“It doesn’t bear thinking what the consequences could be if we let this slide. The ultimate end goal is to make sure every single New Zealand home has working smoke alarms.”
The TVCs are running on TVNZ, MW, Prime and SKY until late January 2016.
Clewett says the key aspect of the strategy is to avoid singling out specific groups or creating blame or scare mongering viewers. Instead, the aim is to show the positive behaviour of installing and checking smoke alarms and how this becomes something Kiwis do for their loved ones because they care for them.
NZ Fire Service communications manager Blair McLaren led the team developing the new ads. He said: “Most people accept that smoke alarms save lives, but frequently they don’t take that next step of buying, installing and regularly checking alarms. Our campaign aims to bridge that gap between awareness and action.”
He said the Fire Service recommended long-life photoelectric smoke alarms because they were more effective than ionisation alarms at detecting slow-smouldering as well as fast-flaming fires.
The campaign is called Your Only Voice because alarms are sleepers’ sole warning of danger at night.
CREDITS
CREDITS:
CLIENT: New Zealand Fire Service
AGENCY: FCB New Zealand
ACCOUNT SERVICES: Paul Irwin, Melissa Scott, Emily Watts
REGIONAL EXEC CREATIVE DIRECTOR: James Mok
EXEC CREATIVE DIRECTOR: Tony Clewett
SENIOR CREATIVE LEADS: Kelly Lovelock, Hywel James
CREATIVE SERVICES DIRECTOR: Jenni Doubleday
HEAD OF CONTENT: PRODUCER: Pip Mayne
PLANNING: David Thomason
MEDIA: Rachel Leyland, Catherine Selfe, Lucy Sorensen, Anne Lipsham
HEAD OF CRAFT: Nick Smith
PHOTOGRAPHER: Mike Braid
PRODUCTION CO: FINCH
DIRECTOR: Nic Finalyson
PRODUCER: Anna Stuart / Jimena Murray
DOP: Ginny Loane
EDITOR: Tim Mauger
GRADE: Blockhead – Clare Burlinson
ONLINE EDITOR / FACILITY: Blockhead – VSFX Designer – Stefan Coorey
POST PRODUCER: Blockhead – James Eivers
SOUND STUDIO: Nylon Studios
SOUND DESIGNER: Simon Lister
SOUND PRODUCER: Emma Hodge
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