Our How to Survive a House Fire campaign highlights the 3 steps you need to do to get set up to protect your family in the event of a house fire, so you can all get out within minutes, by having smoke alarms in the right places and a 3-Step Escape Plan.
Rather than focusing on the ‘why’, which is something we’ve already established through previous campaigns, we’re focusing on communicating exactly what you need to do, right there and then – you don’t need to go to a website or seek more information, although you can: escapemyhouse.co.nz.
The call to action is simple and self-explanatory, a direct response to a learning from research carried out in late 2023 – ‘If it is a three-step plan, it should be simple. Tell me now.”
The 3 steps we are asking the public to take in the campaign and through our online escape planning tool are:
The punchy new messaging will feature on TV, social, digital, outdoor billboards and radio channels, with a focus on reaching the Intenders audience at a time where they can take action. In addition, over Daylight Savings we will remind Aotearoa New Zealand households to check their smoke alarms are ready to protect them.
How to Survive a House Fire is designed to shift the beliefs and actions of a specific audience mindset, the ‘Intenders’. From our Segmentation Model, we know that the Intenders acknowledge the seriousness of fire and they buy into being fire safe, yet our research shows that they are lagging behind in our smoke alarms and escape planning metrics:
To ensure more New Zealand households have working smoke alarms installed in the right places and quality escape plans, we need the Intenders to act and to see that being prepared to protect their family in a house fire is easy and can’t stay on the ‘to-do’ list.
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ARE YOU PREPARED TO SURVIVE A HOUSE FIRE?
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* This artwork must be used as a set, in above order.
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* This artwork must be used as a set, in above order.
