Fire Authority for Northern Ireland: Writing's on the wall

This case study demonstrates how advertising has educated the public on the causes of fire and fire safety behaviour, raised awareness of safety practices, effected significant change in habitual behaviour, and in turn reduced fatalities and injuries. Human handprints strewn across walls became the creative basis of the campaign across TV, radio, press, outdoor and sponsorship. The communication strategy executed strategic and integrated campaign planning and showed extraordinary results, including a 14% decrease in the total number of household fires year on year, a 12% decrease of overall fire injuries year on year. As a direct result of the advertising 60% of respondents were influenced to take practical preventative action