Samsung Fire & Marine Insurance has created a flower vase that doubles as a throwable fire extinguisher in South Korea to help people protect themselves in case of a fire.
The Samsung-owned insurance company created the vase called ‘Firevase’ because over 10,000 fires occur in South Korea residential homes every year. Despite a new law requiring all homes to have a fire extinguisher by 2017, 58% of homes still don’t have one.
According to the company, even if people own one, they usually do not take good care of it because they store it in hard to reach places, or forget about it completely.
“The idea behind Firevase is simple: raise awareness to the very important public safety issue of home fire safety while drawing a direct line between that effort and Samsung Fire & Marine’s fundamental brand philosophy of always nearby and always good,” said Oh Hyung-kyun, a creative director with Cheil Worldwide.
“We’re very proud of this accomplishment because it shows that brands can play an important role in raising public awareness to important issues and affecting behavior change.”
The company distributed 100,000 Firevases to homes nationwide from September to December 2018. A video featuring a celebrity putting out a fire helped spread the campaign online as well as in theaters, and a print ad was run in 46 different newspapers and magazines.
The company claims as a result of the campaign, 81% of respondents confirmed that they were now more aware of the importance of having a fire extinguisher at home. It also said the number of homes equipped with a fire extinguisher increased by 8% nationwide.