UL Firefighter Safety Research Institute
UL Firefighter Safety Research Institute

Public Safety Initiative

UL Firefighter Safety Research Institute provides customized services, fire safety testing and certification for everyone from building owners to insurance companies. Our campaign helped spread the word on an important and potentially life-saving message.

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.

UL Firefighter Safety Research Institute

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.

UL Firefighter Safety Research Institute

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.

PR Blitz

Our Public Relations strategy focused on telling the story through the news media in local markets and on a national stage.

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.

21,136

toolkit downloads

46,044

portal visits

750+

earned media hits

Over

impressions delivered

Over

impressions delivered

Find out how we can do something similar for your brand.