On this page
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The campaign -
Our approach -
Target audience -
Artefacts
The campaign
You are 4x more likely to survive a house fire you have working smoke alarms. Museum of Fires Past highlights the importance of installing working smoke alarms in the right places, and how this can increase the chances of households escaping fires.
The campaign also highlights the destruction of a house fire, and how smoke alarms might not save your belongings, but they could save your life. The range of objects and scenarios show how the heat and smoke can affect different belongings and items, reinforcing just how important it is to have working smoke alarms.
A house fire may take your possessions, but it shouldn’t rob you of your loved ones.
A lost teddy bear doesn’t have to be a lost child.
A lost pair of sneakers doesn’t have to be a lost father.
A lost game controller doesn’t have to be a lost flatmate.
Having a functioning smoke alarm in the right place won’t guarantee your belongings will be saved, but it could save a life.
Our approach
The campaign launched on 9 October 2022 with an out of home museum installation along Oriental parade in Wellington.
The campaign then followed with a layer of social media, out of home posters, and radio.
We welcome our partners to re-share our social content through their own channels.
For more information on smoke alarms and where to install them, visit: escapemyhouse.nz/sorted(external link)
Target audience
The Museum of Fires Past campaign targets all New Zealanders (age 18-54) with a focus on homeowners and landlords.
We’ll tap into the house-proud kiwi culture and intercept New Zealanders when they’re thinking about or doing their next home DIY project, or general house and garden maintenance. We’ll encourage them to install smoke alarms in every bedroom, hallway and living area.
We’ll also be targeting landlords or small privately-owned corporations that own one or more rental properties.
Artefacts
There are four artefacts included in the Museum of Fires Past.*
Bella’s Teddy
Bella Williams (b. 2017)
In late 2021, a fire tore through areas of the Williams’ family home, taking everything in its path. The blaze started because their heater was too close to a clothing rack in the living room. This teddy bear belonged to Bella (4) and was just one of the many things the fire robbed that day.
After severe heat and smoke exposure, the teddy’s coat was charred black and ripped open, exposing its once fluffy interior. Its eye then melted out of place. Bella’s once beloved teddy was damaged beyond repair.
Bella and her family escaped before the heat and smoke became unsurvivable, thanks to a smoke alarm in their lounge. A functioning smoke alarm may not save your belongings, but it could save your life. Don’t wait to buy a smoke alarm.
Listen to the Radio Audio [MP3, 1.1 MB]
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Jayden’s PlayStation Controller
Jayden Walker (b. 2000)
In late 2021, an overloaded multiboard in Jayden’s room overheated. This started a fire that ruined several areas of his flat. Jayden’s gaming console was just one of many things taken that day.
The controller was bubbling and crackling after being exposed to the heat of the blaze. The wires then sprawled out, with one side melting into a pool of molten plastic. Jayden’s controller was reduced to a useless charred lump of red and black.
Jayden and his flatmates escaped before the heat and smoke became unsurvivable. This was thanks to a smoke alarm his landlord installed in the hallway. A functioning smoke alarm may not save your belongings, but it could save a life. Don’t wait to buy a smoke alarm.
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Dad’s Shoe
Bruce Stevenson (b. 1968)
In early 2022, a fire started in Bruce and his wife’s bedroom when sunlight reflected off a makeup mirror. The fire spread quickly, destroying parts of their home within minutes. Areas in the house became unsurvivable as the smoke and heat intensified. Bruce’s shoes were just one of the many items that didn’t survive.
The shoelaces coiled up and disfigured, eventually disintegrating under the blistering heat. Shortly after, the fabric was completely charred black, making Bruce's favourite sneakers barely recognisable.
Bruce and his family escaped before the heat and smoke became unsurvivable. This was because they had a smoke alarm in their bedroom. A functioning smoke alarm may not save your belongings, but it could save your life. Don’t wait to buy a smoke alarm.
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Riley’s Collar
Riley (b. 2020)
In early 2021, a damaged extension cord under the couch sparked a fire in Riley’s lounge, destroying most of the house. Being a young Golden Retriever, you’d often see Riley staring longingly at her lead hung up in the hallway. She will never get to go for a walk with this lead ever again.
After being exposed to the smoke and heat, the lead was blistering and peeling uncontrollably, eventually melting into a string of nylon and plastic.
Riley enjoys walks with a brand new lead now. She and her two teenage owners escaped thanks to a smoke alarm in their lounge. A functioning smoke alarm may not save your belongings, but it could save a life. Don’t wait to buy a smoke alarm.
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* The artifacts were recreated. These stories are based on real house fires that happened in New Zealand. Names have been changed for privacy reasons.