Pull your finger out – for the national fire safety campaign

The popular actress, Julie Walters, fronts the new national fire safety campaign, which covers the basic need for regular smoke alarm checking and maintenance. The campaign strap-line – Pull your finger out’ - and the ‘Fire Kills’ national logo will be used across all media.

TV and radio channels

The campaign runs between 15 January to 9 March during the advert breaks on the main commercial television stations (ITV, Channel 4, Channel 5, SKY) and satellite TV channels. Communities and Local Government is also producing a series of radio fillers for regional stations with the key deterrent themes (‘get it, install it, check it’).

The national campaign provides opportunities to build activities at a local level, developing community connections to reflect the risks and priorities identified in integrated risk management plans.

The campaign message

The earlier Push the button, not your luck” campaign promoted the habit of checking smoke alarms as part of the weekly household routine.

The new ‘Pull your finger out’ campaign, confronts the audience with most people’s inertia in checking their alarm. Currently only around a third of people with alarms check them weekly. The statistic that ‘1 in 3 smoke alarms don’t have a working battery’ and the juxtaposition of a normal and a burnt kitchen, acts as a very powerful reminder of why action is needed.

Target  audience

The target for this campaign is all adults with a battery alarm. At a secondary level it is also aimed at everyone without one, as past evidence shows that non-owners are prompted to consider buying and installing a smoke alarm by exposure to alarm maintenance advertising.

Ordering campaign materials

Fire and Rescue Services have already been sent supplies of the campaign leaflet, poster, stickers and fire station banners. 

More information from mike.larking@communities.gsi.gov.uk or http://www.direct.gov.uk/firekills/