Getting escape plans in place this Escape Week
This Escape Week, and in the lead-up to it, we’re targeting the public with real-life stories, and emotive sound and imagery reflecting what can happen if you don’t have an escape plan in place.
Our new Fire Gets Real Fast mark
The campaign will begin official on 7 February and run through to 14 February. This is our second annual Escape Week, and we’re using this opportunity to educate communities and motivate them to make an escape plan for their household to improve their likelihood of getting out of a house fire.
Last year, from July 2019 to June 2020, 38% of New Zealand households didn’t have an escape plan. Irrespective of the cause of a house fire, encouraging New Zealand households to have an escape plan is an effective way for us to prevent death and injury.
This week we are running advertising aimed at educating communities on why they need an escape plan. Our media activity which includes:
- Two special features in the NZ Herald which show the devastating reality house fires. This includes a double false front cover featuring a real-life family who lost a family member to a house fire, and double page ‘Faces of Fire’ feature with profiles of people that have been involved in a house fire or near miss. This feature includes some of our own people.
- TV ad break takeovers, print, radio, social and digital advertising
During Escape Week, the aim of our advertising is to get people to create their household’s escape plan there and then. Keep an eye out for:
- A powerful three-minute TV ad break takeover which will air each day during peak viewing times over the week.
- An escape week content series presented by Matty McLean on TVNZ networks.
- Innovative print advertising, digital radio, and social media advertising.
This campaign we will also launch the new ‘fire gets real, fast’ tagline and design in our ads. It a memorable tagline to help reinforce the speed of fire message and motivate people further to install a smoke alarm and make an escape plan.
We will be sharing with you some of this impactful content during Escape Week.
When you’re out talking to the public, remember to share our messaging:
Fire gets real, fast, and a house fire can become unsurvivable in less than three minutes. You can create an escape plan on escapemyhouse.co.nz. It only takes a few minutes. You have time now. In the future you may not.