Refreshed campaign teaches New Zealanders how to survive a house fire
Launched this week, a refreshed Escape Planning/Smoke Alarms campaign will continue to nudge more New Zealand households to create their 3-Step-Escape Plan and make sure every bedroom, hallway and living area has a working smoke alarm.
The campaign focuses on the Intenders audience from our segmentation model, who are lagging behind in smoke alarms and escape planning metrics. They acknowledge the seriousness of fire, and they buy into being fire safe, yet they have not prioritised making an escape plan for their whānau.
To nudge them into action, the campaign combines escape planning and smoke alarm messaging to clearly communicate what they need to do to get ready for a house fire. The new execution cuts to the chase and focusses on ‘what’, rather than ‘why’. This is based on recent research where our Intenders audience told us, ‘If it’s a three-step plan, it should be simple - tell me now’.
The 3 steps we are asking the public to take are:
- Install smoke alarms in every bedroom, hallway and living area
- Plan two ways out
- Agree a safe meeting point
The punchy new messaging features on TV, social, digital, outdoor billboards and radio channels, with a focus on reaching the Intenders audience at a time where they can take action. In addition, over Daylight Savings we will remind Aotearoa New Zealand households to check their smoke alarms are ready to protect them.
Find out more about the campaign and access campaign assets on the campaign portal page.(external link)