A smoke alarm is
a bedroom essential

Country Fire Authority (CFA)

Encouraging Victorians to install smoke alarms in bedrooms.

Deliverables

Video

Campaign assets

Social tiles

Press Advertising

Brief

Brief

Almost three quarters of fatal fires start in the bedroom between 9pm and 6am.

And, while every Victorian property is required to install a smoke alarm on every level, it’s up to the property owner on where to put them.

Smoke alarms save lives, so Think HQ worked with CFA to get Victorian families to install working fire alarms in every sleeping space.

Our insight was that consumers spend money on bedroom furniture and decorations to make it the perfect space, and with a smoke alarm costing as little as $20, this makes it a must have bedroom essential.

Execution

A bedroom is a personal space, and the way in which we arrange and decorate them is a chance for us to express ourselves. Whether it be a quiet sanctuary, or a curated backdrop for a Zoom call, we all give consideration to how we create this space in our homes.

We just need to extend this to fire safety.

Our insight was that consumers spend money on bedroom furniture and decorations to make it the perfect space, and with a smoke alarm costing as little as $20, this makes it a must have bedroom essential.

We developed a creative execution that referenced a familiar visual language Victorians would easily relate to – the furniture catalog. We produced a short film showing a bedroom with advertising tags and prices being engulfed in smoke, ultimately triggering the smoke alarm. This demonstrates the real value of the modest investment of a smoke alarm in safeguarding everything else.

Outcome

Outcome

Think HQ delivered a suite of assets including press ads, radio, social ads, flyers, social video and rich media placements.

The radio spots were translated into three languages to reach CALD audiences, and help the campaign be more inclusive.

Launched in June and a second burst in August, we are yet to see digital metrics, however anecdotal feedback has been overwhelmingly positive to this simple but arresting message.

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