Situation Analysis

Allison+Partners was brought on board by the UL Firefighter Safety Research Institute CFSRI) for the third year of its "Close Before You Doze" campaign for National Fire Prevention Week, Oct. 7-13, 2018. FSRI is a nonprofit arm of UL, the leading global safety organization. "Close Before You Doze" is a vita public safety campaign that encourages everyone to close all the doors in their homes each night before bed. This follows a study conducted by FSRI, showing that in a home fire, a closed door can be an effective barrier against deadly levels of carbon monoxide, smoke and flames. FSRI is a well-respected leader in its industry and its research is applied globally but is not a known consumer-facing organization.

In its first two years of the campaign, FSRI had success disseminating its research and call to action on closing doors among the fire service community through industry media, owned video content and social, but saw the need for a bigger consumer campaign for 2018 that could show behavior change, since it's ultimately on families to take action in their homes. FSRI chose Allison+Partners to lead the consumer focused 2018 campaign, including creation of a consumer-facing video, an Instagram influence!" program and a robust earned media program.

Research and Insights