Melbourne

Metropolitan Fire Brigade & Country Fire Authority

THE BRIEF

In 2015, there were over 3200 preventable house fires across Victoria. Research told us that shock tactics weren’t working for fire safety, furthermore engagement with the previous year’s website was very low, with visitors only spending an average of 37 seconds on the site — 86% of visitors spent just 0-10 seconds on the website. The 2016 campaign refreshed and broadened the appeal of the existing Safe Mistake Zone campaign through a new microsite, online game, online films, posters, social media and launch activation activity.

WHAT WE DID
Campaign strategy
Social media campaign
Documentary

 

 

THE STRATEGY

The ideas and executions needed to be simple and fun, but with a serious message to educate people about the potential fire risks. The campaign compared and contrasted small mistakes that won’t cause fires (like unplugging a USB without ejecting it), with small mistakes that can cause fires (such as leaving a laptop plugged in overnight) to point out how easy it is to prevent a disaster, in a humorous and memorable way.

would you run the risk?

THE EFFECT

The campaign resulted in preventable house fires across Victoria going down by 16% compared with the previous year and website traffic going up by 35% with the average dwell time of between 1-2 minutes.

-16%

Preventable house fires across Victoria

35%

Increase in website traffic

224%

Average time spent on website