Government ties smoke alarm warning to clocks change

The Government is encouraging people to test their smoke alarms when they reset their clocks next weekend, with a new campaign created by RKCR/Y&R and Radium Audio.

The campaign 'Fire Kills' for the Department for Communities and Local Government, will launch on Monday (24 October) in the run-up to the clocks going back, ending British Summer time, on Sunday (30 October).

RKCR/Y&R has created print, radio and social media work, while Radium Audio has created a film of a real clock melting in a simulated house fire, to be distributed online.

Text around the melting clock reads: "British Summer Time comes to an end soon. Make sure you don't. When you change your clock, test your smoke alarm."

The creative director was Damon Collins, who worked alongside copywriter Mike Boles and art director Jerry Hollens. The media agency was M4C.

Damon Collins, executive creative director, said: "Getting the public to test their smoke alarm is vitally important.  We hope the strategy and creative execution in this campaign will encourage people to foster a new behaviour that will in turn help save lives."

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