Next phase of You’re Cooked focuses on engagement
Last year, Fire and Emergency launched the ‘You’re Cooked’ campaign(external link) that aims to prevent house fires by encouraging young people who are disengaged from fire safety to ‘stay off the stove’ when cooking while under the influence of drugs or alcohol.
The next phase of the You’re Cooked campaign has kicked off, running through to February 2024.
While the first year of the You’re Cooked campaign served up some promising shifts in behaviour(external link), a significant portion of our target audience isn’t yet aware of our messaging, so we will continue to reach and engage more of them. The dial has started to shift but there’s room to improve.
Year Two Approach
The layered media approach will continue, reaching the Disengaged in their ‘pre-cooked’ and ‘cooked’ moments, through various social and digital channels including TikTok, Instagram, YouTube and Tinder, as well as outdoor billboards, bar bathrooms and bottle store media. Plus, we’ve partnered with MaiFM, leading radio channel for ages 18-39, to deliver a You’re Cooked on-air promotion, where listeners will submit their go-to late night feeds that don’t use the stove.
From February 2024, our focus will be on finding new opportunities to engage our target audience. A large part of this is encouraging and supporting our local teams to deliver You’re Cooked ‘on the ground’ activations and events. So far, there’s been great feedback(external link) from the Community Risk Management teams delivering You’re Cooked at various university orientation weeks.
Exciting new campaign resources for our people to use are also in development – these are designed to encourage conversations and to get our messages into the homes and lives of the Disengaged to drive behaviour change.
To get the ‘You’re Cooked’ experience at your next event or activation, please reach out to National Community Readiness and Recovery team
Latest You’re Cooked Campaign Results
Campaign is driving a 11.8 percentage point (p.p.) decrease in claimed behaviour of leaving stovetop cooking unattended among the Disengaged target audience. Our target is -5p.p. in 12 months.
Campaign is driving an 8.9p.p. decrease in claimed behaviour of leaving frying food unattended among the Disengaged. Our target is -3p.p. in 12 months.
Data source: Fire and Emergency Tracking Survey, conducted by Kantar Public, among nationally representative sample of N = 500 per month. The campaign results are specifically measured among those with a ‘Disengaged’ mindset towards fire safety.