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Testing our smoke alarms should be as routine as changing our clocks, at least by the standards of the Department For Communities and Local Government’s Fire Kills ad campaign. While many would be enjoying that extra hour of sleep, there are a few unlucky individuals who won’t be, unless all of their fire protection devices are up and working.

Conceived and executed by United Kingdom-based ad agencies RKCR and Y&R, the Fire Kills ad campaign is quite simple. Focusing on a burnt and broken clock, it gets the ‘Fire Kills’ message out loud and clear. Although a simple task, checking our smoke alarms could very well be a life-saving move.

As the government site says, “You’re more than four times as likely to die in a fire if your smoke alarm is not working.”