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By Stephen Lepitak, -

October 21, 2011 | 1 min read

A national campaign from the Department for Communities and Local Government has been developed, encouraging people to test their smoke alarm when they change their clocks.

The new ‘Fire Kills’ advert, by RKCR/Y&R will run ahead of next weekend’s time change when the clocks go back in every home across the UK, asking people to check their smoke alarm is working too and reinforce the association over time to make it automatic behavior.

Beginning on 24 October, the campaign will also run across print, radio and social media, and will include an online video of a real clock melting during a simulated house fire, with sound design by Radium Audio.

Damon Collins, executive creative director of RKCR/Y&R. commented: "Getting the public to test their smoke alarm is vitally important. We hope the strategy and creative execution in this campaign will encourage people to foster a new behaviour that will in turn help save lives."

Local Government

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