The challenge
Every year, as temperatures drop, we see a significant increase in the number of house fires.
During 2017-2020, there was a 29% increase in the number of house fires in winter (Jun-Aug). The majority of these are caused by or related to the increased use of heat sources in winter, such as heaters, chimneys, ash disposal, electric blankets and dryers.
Our strategy
Our winter fire safety campaign ‘See a fire before it starts’ prompts people to better identify fire risks when using everyday household items, and encourages safer use of heaters, fireplaces and dryers.
In addition, this year we will begin our campaign with two preparation messages focusing on chimney and electric blanket maintenance jobs that need to be carried out before the first use of the season.
Using a thermographic imaging treatment, we’re able show unsafe fire scenarios from a new perspective. This shift in focus demonstrations that danger is often hidden from the naked eye, but a fire is easily preventable if you know what to look for.
Our approach
The campaign encourages two actions and three fire safety behaviours across two phases:
Preparation messaging, 17 April – 28 May 2023
- Check the heat before you sleep - Check your electric blanket for hot spots before first use.
- Chimney alright before first light? – Get your chimney cleaned before the first fire of the season.
Advertising channels: Facebook and Instagram
Prompt messaging, 29 May – 23 July 2023
- A metre from the heater – keep everything at a safe distance
- Cool ash before you stash – soak with water in a metal bucket
- A clean dryer avoids fire – remove lint before every use
Advertising channels: Online digital placements, street furniture, digital outdoor billboards, radio, ad on Pause, Facebook and Instagram. Throughout this period, 15,000 stickers communicating safety tips on hot ash disposal will be attached to kindling boxes across Mitre 10s, Bunnings and The Warehouse.
Social media
Proposed 'Electric blanket' copy:
A faulty electric blanket is a fire waiting to happen. If you feel unusually hot patches in your electric blanket, or if it is more than 5 years old, replace it now.
REMEMBER: CHECK THE HEAT BEFORE YOU SLEEP
See a fire before it starts
Electric blanket 1x1 |
Electric blanket 9x16 |
Proposed 'Chimney' copy:
Unseen debris in your chimney is a fire waiting to happen. Make sure you have your chimney cleaned before the first fire of the season.
REMEMBER: CHIMNEY ALRIGHT BEFORE FIRST LIGHT?
See a fire before it starts
Chimney 1x1 |
Chimney 9x16 |
Proposed ‘Heater’ copy:
It’s tempting to hang winter laundry near a heater. But unless it’s a metre away, your clothes are a fire waiting to happen.
REMEMBER: A METRE FROM THE HEATER
See a fire before it starts
Heater 1x1 |
Heater 9x16 |
Heater Stop Motion 1x1 |
Heater Stop Motion 9x16 |
Proposed ‘Ash’ copy:
Fireplace ash holds heat for up to 5 days and can spark new fires. Always soak it with water in a metal bucket before binning it.
REMEMBER: COOL ASH BEFORE YOU STASH
See a fire before it starts
Ash 1x1
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Ash 9x16
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Ash Stop Motion 1x1
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Ash Stop Motion 9x16
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Proposed ‘Dryer’ copy:
That lint in your dryer’s filter? It’s a fire waiting to happen. Remove it before every use to remove the risk.
REMEMBER: A CLEAN DRYER AVOIDS FIRE
See a fire before it starts
Dryer 1x1 |
Dryer 9x16
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Dryer Stop Motion 1x1 Download Dryer MP4 [MP4, 20 MB]
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Dryer Stop Motion 9x16 Download Dryer MP4 [MP4, 27 MB]
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