The One Show
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Category
Craft / Writing
Annual ID
OS22_IG039M
About the Work
New Zealanders were complacent about the need for smoke alarms, due to false beliefs about the survivability of house fires created by Hollywood movies.
The movies show neatly flaming doorways, people heroically running back in to save their children and everyone making it out just in time. But the people who attend real life house fires know that’s nothing like the reality. That’s why firefighter don’t like fire movies.
We conducted an intensive series of interviews with firefighters and fire investigators. These harrowingly details of firefighter’s real life experiences inspired the copy for all elements of the campaign. To make the idea work hardest we took the confronting truth about house fires everywhere the movies were.
The campaign launched nationwide 10 March 2021 and the launch phase was live until mid-May 2022. The broader ‘Firefighters Don’t Like Fire Movies’ campaign and ‘Fire Gets Real, Fast’ platform is Fire and Emergency New Zealand’s planned strategy for the next five years.
Please consider these numbers in the context of New Zealand’s population of 5 million people.
The campaign reached 83% of the entire population of NZ
As a result of seeing the campaign over 1 million New Zealanders reported taking action around their household’s fire safety.
Fire and Emergency New Zealand well exceeded their target, with over 88% of New Zealanders now reported to have a working smoke alarm.
The campaign was covered by all major news media and was featured in a TVNZ series on social behavioural change “How to change behaviours and make them stick”.
The movies show neatly flaming doorways, people heroically running back in to save their children and everyone making it out just in time. But the people who attend real life house fires know that’s nothing like the reality. That’s why firefighter don’t like fire movies.
We conducted an intensive series of interviews with firefighters and fire investigators. These harrowingly details of firefighter’s real life experiences inspired the copy for all elements of the campaign. To make the idea work hardest we took the confronting truth about house fires everywhere the movies were.
The campaign launched nationwide 10 March 2021 and the launch phase was live until mid-May 2022. The broader ‘Firefighters Don’t Like Fire Movies’ campaign and ‘Fire Gets Real, Fast’ platform is Fire and Emergency New Zealand’s planned strategy for the next five years.
Please consider these numbers in the context of New Zealand’s population of 5 million people.
The campaign reached 83% of the entire population of NZ
As a result of seeing the campaign over 1 million New Zealanders reported taking action around their household’s fire safety.
Fire and Emergency New Zealand well exceeded their target, with over 88% of New Zealanders now reported to have a working smoke alarm.
The campaign was covered by all major news media and was featured in a TVNZ series on social behavioural change “How to change behaviours and make them stick”.
2022 Awards
Total Points: 3
Merit
Credits
Agency
FCB New Zealand / Auckland
Production Company
Finch
Art Director
Hugh O'Connor
Copywriter
Hayley Marks
Animator
Corban Koschak
Sam Knight
Designer
Josh O'Neill
Editor
Rob Hartnell
Executive Creative Director
Leisa Wall
Peter Vegas
Producer
Rebecca Casey
Account Director
Katya Frolova
Managing Director
Sean Keaney
Retoucher
Scott Kelly
Account Manager
Charlotta Cutfield
Craft
Ben Lockwood
Creative Services Director
Jenni Doubleday
GM Strategy Officer
Sue Kipling
Group Business Director - Media
Philippa Mckenzie
Head of Content
Amanda Langkilde
Head of Hive Content
Lauren Burton
Senior Account Manager - Media
Katie Heslop
Senior Digital Account Manager - Media
Keegan Flood
Senior Digital Designer
Carl Ceres
Senior Digital Developer
Uddhav Waghmare
Studio Manager
Simon Pengelly
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