Fire Minister Bob Neill has invoked the spirit of the government’s ‘Big Society’ by calling on the fire safety industry, communities, authorities and businesses to help spread the Fire Kills message.

Speaking on the return to local radio of the Don’t Drown in Toxic Smoke campaign, which urges people to maintain working smoke alarms, Mr Neill said this was the beginning of a new approach with an increased focus on partnership and the Big Society.

"Every death through accidental house fire is a tragedy that could be easily avoided in the modern world. Checking your smoke alarm is a simple, lifesaving step, and it's a simple message to pass on. I urge everyone to get involved with the Fire Kills campaign and help spread the word."

The government’s chief fire and rescue adviser, Sir Ken Knight, added:

"The Big Society will have a huge role to play in spreading the fire safety message alongside the Fire Kills adverts. Everyone from individuals to big business has the potential for innovative new ideas to reinforce the work of the Fire and Rescue Service and advertising, helping to transform the Fire Kills campaign into a national movement."