Northern Ireland Fire and Rescue Service: Fire safety

Northern Ireland has one of the highest ratios of smoke alarm ownership in Europe and yet in fatal house fires, often even if a smoke alarm is fitted, it fails. The challenge was to educate the public to think about fire safety behaviour and to ensure smoke alarms were properly fitted and maintained. The strategy was to demonstrate the human experience of being in a fire and the consequences of smoke alarms failing, through a series of hard-hitting messages using TV, print and radio among others. As a result, the campaign delivered a saving of life, property and public funds valued at £181m and a ROMI of over 80:1