According to the National Fire Protection Association (NFPA),
three out of every five home fire deaths result from fires in homes without
smoke alarms or without working alarms. Conversely, when a home does have
working smoke alarms, the risk of dying in a home fire is cut in half.
To maximize consumer awareness during Fire Prevention Month
last October, LCWA
worked with First Alert to develop an
educational advocacy campaign infused with fun. Built around the idea of the
“Super Prepared Family,” the campaign aimed to help people understand the
importance of practicing fire safety and involving their whole families in the
process.
The overall goal of the “Super Prepared Family” campaign was
to increase awareness about whole-home safety, and specifically about the benefits
of installing 10-year smoke alarms during Fire Prevention Month. Our specific
objectives for this campaign included driving views to the “Super Prepared
Family” website content; garnering at least 150 million media impressions;
securing at least 20 blog partners for a minimum of 5.5 million impressions;
generating 150,000 impressions through social and digital advertising and
donating a minimum of 2,000 alarms through grassroots efforts.
First Alert created graphics, videos and a microsite
dedicated to the “Super Prepared Family” initiative. Content provided insight
into what each member of the family can do to be prepared and help keep their
home and family safe.
LCWA utilized these materials in a multi-media
press release to launch the “Super Prepared Family” campaign, allowing
these materials to be viewed, shared and downloaded. LCWA also shared fire
safety tips from the campaign with TV and radio audiences via a satellite
media tour.
Influential mom bloggers were enlisted to further
amplify the “Super Prepared Family” messages. LCWA prepared and provided
targeted bloggers with customized Fire Prevention Kits that included two
10-year smoke alarms, a 10-year smoke and carbon monoxide (CO) alarm, 10-year
CO alarm and a Tundra Fire Extinguishing Spray – to help protect their
home. Bloggers were encouraged to install the First Alert products and share
fire prevention and safety tips from the campaign with their followers in an
effort to create more “super prepared” families.
To spread the word about our resources with fire
departments, LCWA coordinated social and digital advertising for First
Alert with Firehouse,
the largest fire safety trade publication. LCWA also shared graphics and
content from the campaign with a proprietary list of fire service organizations.
Throughout Fire Prevention Month, LCWA coordinated a variety
of community outreach activities with local fire departments and advocacy
organizations. First Alert and the National Volunteer Fire Council (NVFC)
announced a training course
collaboration for volunteer fire departments on smoke alarm
installations, as well as a nationwide smoke alarm donation program.
Overall, the “Super Prepared Family” campaign exceeded all
objectives. LCWA secured more than 356
million media impressions and more than
526,000 impressions from social and digital advertising. 40 bloggers shared content about Fire
Prevention Month and shared “Super Prepared Family” graphics. In total, the
“Super Prepared Family” content was viewed more
than 95,400 times, and First Alert donated nearly 4,000 alarms in October.
Additionally, this campaign earned LCWA and First Alert a Silver Trumpet Award from the Publicity
Club of Chicago in the Marketing category, and both a Skyline Award in the Events and Observances (more than seven days)
and an Award of Excellence in
Marketing Consumer Products, Packaged Goods from PRSA Chicago.
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