How to survive a house fire campaign back on air
From 16 September through to end of October, the ‘How to survive a housefire’ campaign is back on air. The campaign aims to get more households in Aotearoa New Zealand to create their 3-Step-Escape Plan by:
- Installing smoke alarms in every bedroom, hallway and living area
- Planning two ways out
- Agreeing on a safe meeting place
This strategy, bringing together smoke alarms and escape planning, and telling our audience the three steps they need to take, is starting to gain traction.
Research shows it lands well and is tonally right. The messaging is perceived to be clear, logical and achievable. The smoke alarm step is seen as new news, resulting in further thought.
With our Intenders audience still lagging behind in metrics tracking smoke alarms and escape planning, we will continue with this campaign for FY24-25, while optimising the creative execution and media channel mix.
What’s new?
Our campaigns seek to support the promotion of te reo Māori as part of our long-term goal of institutional bilingualism. For this campaign, as for most of our campaigns, this will involve use of common te reo Māori kupu (words) that don’t require translations. And, during Te Wiki o Te Reo Māori | Māori Language Week (14-20 September), all our digital ads will be fully in te reo Māori.
For this campaign burst, we are using the following channels: outdoor signage, digital, social, Mitre10/Bunnings store signage, online video and Ad on Pause on Neon and TVNZ+. Over Daylight Savings weekend, we will have ads across key sites, like Stuff, NZ Herald and MetService.
In addition, video ads targeted to kids aged 8-12, will aim to educate and encourage them to prompt their household to create a 3-step escape plan at home. These ads will run over the school holiday period in cinemas and across kids' content on YouTube and TVNZ+.
Updated bilingual and te reo Māori campaign materials are now available on the Portal Bookshelf(external link). Based on the findings from the recent poll about what promotional materials you find most useful, the following materials are available to download:
- email signatures
- social media content - statics and 15-sec videos
- one-pager for stakeholders and partners
- posters
Work is also underway to produce new giveaways for the next iteration of this campaign, in March-April next year.