Copyright Yalin Kaya
© All rights reserved.
Campaign Snapshot
Problem
59% of fires in single-family residential homes across the city were in homes that did not have a working smoke alarm. Fire can spread rapidly through a home, leaving those in the building with as little as one or two minutes to escape safely once the smoke alarm sounds.
Insight
A fire doesn’t just consume a home—it upends lives.
Idea
A house fire doesn’t just destroy belongings—it upends lives. Dark, striking visuals highlight devastation beyond material loss. OOH ads near brick buildings depicted burned interiors, emphasizing the dangers of neglecting smoke alarm maintenance. The campaign expanded its reach through social media and direct mail, including a QR code that encouraged biannual smoke alarm battery changes.
Results
The campaign reached 90,000 high-risk households, delivering visually impactful materials and practical tools to encourage smoke alarm maintenance and testing.