Agencies line up for COI fire safety brief

The Department of Communities and Local Government has approached agencies to pitch for its £3.4 million Fire Kills fire safety account.

COI has put together a longlist of roster agencies and has scheduled meetings for next week, when a shortlist is likely to be finalised.

The brief focuses on fire safety and it is understood that the next campaign will take the same vein as previous ads, which urged people to test their smoke alarms regularly to prevent deaths at home.

The incumbent, Euro RSCG London, will not repitch as it is no longer on the COI roster. Its last fire safety TV campaign, "pull your finger out", supported the Government's publicity campaign, Fire Kills.

It featured the actress Julie Walters, who urged viewers to test their fire alarm before it is too late, while standing in a burnt out kitchen.

According to government figures, one in three smoke alarms fail because they do not have working batteries.

A COI spokeswoman confirmed the review. The DCLG head of campaigns and marketing, David Watson, said: "Procurement regulations mean we have to part ways with Euro RSCG, but I'm looking forward to discussions with a number of agencies over the next few weeks."