Public Safety Initiative
Challenge
Forty years ago, families had an average of 17 minutes to safely escape a house fire. Today, because of synthetic materials, furniture, and construction, that number has dwindled to just three. However, a closed door can be the difference between life and death as it can slow the spread of fire while keeping carbon monoxide levels down. Our client Underwriters Laboratories (UL), in conjunction with the Firefighter Safety Research Institute, asked us to create a memorable way to not just ensure this life-saving message made it to the public, but get the fire service involved in amplifying it.
Idea
We needed to equip the fire service with a simple way to articulate that message, so we started with a memorable hook: Close Before You Doze. That messaging broadened our call to action to close all doors in the home, expanding the appeal beyond just kids and families to reach firefighters and everyone else.
The line worked hard. And we built a campaign around it that worked even harder thanks to some powerful tools we put at the disposal of fire service professionals.
Creating a Toolbox
We developed a library of materials that firefighters could use to educate their communities on the importance of closing their doors before going to sleep at night.
Creating a Toolbox
We developed a library of materials that firefighters could use to educate their communities on the importance of closing their doors before going to sleep at night.
Delivering the Materials
The toolbox materials were made available in an online portal, from where the Fire Service could order and have them shipped directly to their firehouse.
Spreading the Message
We created social content the firefighters could share on their own social media channels, making the fire service a powerful amplifier for our message.
Good Morning America
ABC's Good Morning America ran not one, but two segments on Close Before You Doze. Clearly the media had embraced our message.
A Success On Every Level
In just over a year, Close Before You Doze had become one of the main fire safety tips provided to the public by both the Fire Service and the media.
Most importantly, the message is helping to affect a generational change, empowering people to make a safer, potentially live-saving choice.