New campaign to keep households toasty, but not toast this winter

During the winter period, we know that the risk of house fires increases with more people using heaters and fireplaces to warm their households. So, we’ve launched an innovative new winter fire safety campaign that encourages people to keep warm safely with the tagline – this winter, be toasty, but not toast!

The campaign features on social media, radio, online advertising on the MetService weather website and app, and on innovative digital outdoor billboards.

Time and temperature targeted advertising

The way we are doing the digital billboards and online advertising is a first in New Zealand, and helps make our advertising targeted and efficient. These only appear if the temperature in the local area is below 14 degrees, between 4pm and 8pm, and will even display the live temperature in the area. This is the time when most people are more likely to be heading home to turn on the heater or use their fireplace. The billboards will feature in Auckland, Tauranga, Hamilton, Wellington and Christchurch.

The radio ads will also air during the 4pm to 8pm drive time to reach people on their way home. They follow a couple using heaters and the fireplace to keep warm. They have a humorous tone to engage our listeners, but share a very informative and serious message.

Where can I find resources?

Head to our Risk Reduction bookshelf(external link) to find content you can share.

The campaign will run through June to late July, and shares three key fire safe behaviours:

·         Keep a metre from the heater

·         Don’t over-plug your multi-board

·         Be careful where you dispose your ash.

As well as launching just in time for winter, the campaign also follows a sharp increase in the numbers of fatal house fires last month. May was one of the worst months ever recorded in terms of fatalities. This makes it even more important than ever to share some easy ways our communities can keep warm safely as temperatures plummet around the country.  

As a part of Fire and Emergency, you play a key role in sharing our fire safety messaging with your friends and whanāu. You can make a real difference to how people use heating in their homes safely this winter.

This winter, we want New Zealand households to be toasty, but not toast!