FIRE & EMERGENCY NEW ZEALAND
DAYLIGHT SAVING - AUTUMN 2019
Brief
Our brief was to raise awareness and educate the public on the importance of checking household smoke alarms when clocks change for daylight saving.
Fire & Emergency research showed people may not even understand what ‘check’ means and that different types of smoke alarms needed to be checked differently.
Approach
We opted for a media relations-led approach with a focus was on national mainstream media and selected ethnic media. New immigrants, those with English as a second language, young people flatting were identified by FENZ as audiences that may not be aware of smoke alarms and their importance. Informing on different types of smoke alarms via an infographic and interesting, little-known key messages, such as; we lose our sense of smell when we are asleep.
Impact
- As a result of the media coverage we reached a wide audience, with content that was targeted at young people flatting and at Chinese and Indian audiences:
- In total, 13 pieces of coverage, more than double the agreed KPIs
- Two TV stories – The Project and Seven Sharp
- Three radio interviews – National Advisor, Fire Risk Management, Peter Gallagher undertook interviews on various radio stations including; Newshub, Radio 531 Pi, Magic Talk – Sunday Morning
- Three online stories – Newshub, Chinese Herald, Sky Kiwi
- Five regional stories – SunLive, Taranaki Daily News, Bay of Plenty Times, The Northern Advocate, Gisborne Herald
