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.
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.
Preventable house fires across Victoria
Increase in website traffic
Average time spent on website