Fire used newspaper to grab consumers’ attention

In order to grab attention and ignite action to purchase and activate smoke alarms, an innovative newspaper ad campaign printed with a combination of ash from a local house fire and ink was created.

How they did it

• NZ Fire Service and FCB combined the ash remains of a South Auckland home with ink
• The ad read ‘You’re holding the ashes of this family home’ making readers aware they were literally holding the remains of a house fire in their hands
• The ad ran in the printed and online version of New Zealand Herald nationally but was also complimented with stories that ran in local newspapers

The results

• 2900% increase in smoke alarm sales
• 78% made sure their smoke alarm was working
• 45% talked to loved ones about the importance of fire safety