The Start
London Fire Brigade is responsible for improving awareness of fire safety and for enforcing the Regulatory Reform (Fire Safety) Order 2005. Our challenge was to create a campaign targeting London residents living in purpose-built flats or maisonettes, aiming to raise awareness of their fire escape plan and how their behaviours can heavily impact their own and other resident’s safety. The campaign also needed to be designed to help landlords fulfill part of their duty to communicate fire safety messages to their tenants.
The Middle
A YouGov survey commissioned by London Fire Brigade showed that only 40% of residents are aware of their escape plan. It also raised questions about knowledge of stay-put policies – 44% said they would leave their flat even if the fire was elsewhere in the block.
Our ‘Know The Plan’ awareness campaign focused on highlighting the best course of action in a fire – residents are expected to ‘stay put’ and remain in their flat or maisonette unless heat or smoke is affecting them or they are directed to leave by the fire and rescue service. Campaign elements included a dedicated ‘Know The Plan’ website, animated video, Twitter, OOH, radio advertising, plus articles in the London Metro, BBC Online, Evening Standard and Inside Housing. Mark Andrews, Group Manager at London Fire Brigade was also been interviewed on Daybreak, BBC London and ITV London.
The End
Hunterlodge has been working with London Fire Brigade since 2010 and prevention campaigns have seen a significant drop in fires across London over the past year and a 70% drop in the number of fires in six London boroughs over the past 13 years – Barking and Dagenham, Greenwich, Havering, Bexley, Hounslow and Newham.