Government reviews Fire Kills creative account

By Louise Ridley, campaignlive.co.uk, Wednesday, 03 July 2013 12:20PM

The Department for Communities and Local Government has called a pitch through the Government Procurement Service to find a creative agency for its 'Fire Kills' campaigns.

Fire Kills: Government calls review

Fire Kills: Government calls review

The campaigns aim to establish a behavioural link between people changing their clocks twice a year and testing their smoke alarms.

The government has approached the ten agencies on its new creative roster, including Rainey Kelly Campbell Roalfe/Y&R, which has held the account for the past four years.

The 'Fire Kills' campaigns have run since 2011, with RKCR/Y&R creating campaigns such as the recent spot that coincided with the start of British Summer Time in March.

The film featured a boy in a fire-damaged house, who picks up a burnt clock and asks viewers to promise to test their smoke alarms before disappearing like a ghost.

The department is looking to continue its long-term "clock change" strategy until 2014 or 2015, after finding the dual behaviour of checking a smoke alarm at the same time as changing a clock has not yet been fully adopted.

The successful agency will be tasked with extending the campaign, which won a 2013 Marketing Society Award for Excellence in the not-for-profit category.

It will also evolve the work to its next stage, taking into account the number devices beyond clocks that now respond to time signals.

A spokeswoman for the Department for Communities and Local Government said: "We are tendering for an advertising agency for the Fire Kills campaign. The current contract with RKCR/Y&R has run out."

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs