New Fire Kills ad shows drowning in smoke

08 October 2009

‘Drowning' in the toxic smoke of a house fire is the risk you take if you do not have a working smoke alarm. That is the stark message being delivered in the new Fire Kills government advertising campaign launched this week.

The advert shows that just a few breaths of toxic smoke can affect your ability to breath, a sensation which is compared to drowning.

The Communities and Local Government department says new survey results show that people vastly underestimate the impact of toxic smoke. Almost half (48%) said they would be alerted to a fire by the smell of smoke and 43% thought they could survive in a smoke filled room for more than two minutes.

The advertisement depicts a sleeping couple being overcome by the drowning sensation of toxic smoke when a fire breaks out in their home. The TV campaign is accompanied by radio, print and online advertising.

The aim of the campaign is to encourage people to test their smoke alarms on a weekly basis. Although 90% of those surveyed owned a smoke alarm, 70% said they did not test them every week.
Kent


     
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