Northern Ireland Fire and Rescue Service – Fire Safety
Stephen Roycroft - Ardmore Advertising
Introduction
Northern Ireland has one of the highest ratios of smoke alarm ownership in Europe and yet in a majority of home fires that result in fatalities, indications are that even if a smoke alarms is fitted it fails to operate.
This case study will demonstrate how advertising succeeded in educating the public to think about fire safety behaviour, how it moved people to make positive changes in the home to prevent fire, and how lives can be saved by ensuring that workingsmoke alarms...