Newspaper ads printed with ash from real house fires

In 80% of house fires Fire and Emergency NZ attend, smoke alarms haven't been installed. To highlight this issue we mixed the remains of family homes in with newpapers around the country.

To get Kiwis to understand the importance of having working smoke alarms, we mixed the remains of their beloved possessions from their family homes in with newspapers around the country. So, when readers picked up their morning paper they were literally holding the remains of a local home devastated by fire.