Fire and Emergency New Zealand

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With more than half of the country’s smoke alarms having either flat batteries or none at all, we knew we had to get Kiwis up the ladder, making sure their smoke alarms are working.

The key aspect of the approach was to avoid singling out specific groups, creating blame or scare mongering viewers. Instead, the aim was to show the positive behaviour of installing and checking smoke alarms and how this becomes something we do for our loved ones because we care for them.

The arresting and thought-provoking TVCs were launched nationally to get Kiwis to change the way they view their home smoke alarms and take action.


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