Every year, as temperatures drop, we see a significant increase in the number of house fires.

Over the last 10 years, and across May-July, data shows an approximately 17% increase in house fires and a 29% increase in fires caused by items to close to heaters and fireplaces when compared to the rest of the year. The majority of these are caused by, or are related to, the increased use of heat sources in winter, such as heaters too close to combustibles (drying clothes) and electric blankets.

Our winter fire safety campaign ‘See a fire before it starts’ prompts people to better identify and decrease fire risks associated with the use of electric blankets, chimneys, heaters, dryers and hot ash disposal.

Using a thermographic imaging treatment, we’re able show unsafe fire scenarios from a new perspective. This shift in focus demonstrates that danger is often hidden from the naked eye, but a fire is easily preventable if you know what to look for.

The campaign encourages two actions and three fire safety behaviours across two phases:

Actions: Preparation messaging

1. Check the heat before you sleep - Check your electric blanket for hot spots before first use.
2. Chimney alright before first light? – Get your chimney cleaned before the first fire of the season.

Fire Safety Behaviours: Prompt messaging

1. A metre from the heater– keep everything at a safe distance
2. Cool ash before you stash– soak with water in a metal bucket
3. A clean dryer avoids fire – remove lint before every use

From May through to July, the campaign will run on time-targeted digital billboards when the temperature is under 14 degrees, and on digital channels (YouTube, TVNZ, TikTok and Facebook) when people are most likely to be at home.