Fire Kills will appear on TV, radio and social channels in a bid to promote best practice to protect against fire as well as prevent such situations from arising in the first place.
Highlighting how simple carelessness can quickly escalate into a major incident the campaign highlights how apparently innocuous items such as tea towels can swiftly become dangerous when placed near a hob.
To visualise these dangers the commercial swoops around a demonstration home focusing on high-risk items such as candles and overloaded extension cords to illustrate the silent threats all around us.
Sharon Jiggins, executive vice president at FCB Inferno, said: “We've created a campaign that focuses on preventative behaviours. By showing how easy it is for a fire to start and building the TVC around how quickly fire can escalate beyond our control, we want to make the public aware of the everyday risks in their home and change their behaviour as a result. We believe this will also be a powerful prompt to get people to test their smoke alarms.”
Fire and Rescue services will participate in the nationwide campaign to convey the safety message on the ground.