# Alarming Smoke Campaigns The Fire Kills Print Ads Urges Safety House Checks When Changing Clocks By Meghan Young | Published 2011-10-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fire-kills References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/10/department-for-communities-local-government-fire-safety-clock/) & [communities.gov.uk](http://www.communities.gov.uk/multimedia/newsroom/2009563) 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](https://www.trendhunter.com/trends/jollibee-values-meals)’s [Fire Kills](https://www.trendhunter.com/trends/fire-for-life) 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.” ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 33% | Activity: 21% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Routine Smoke Alarm Testing:** Opportunity for disruptive innovation in creating new and improved methods for routine smoke alarm testing. - **Smoke Alarm Maintenance:** Opportunity for disruptive innovation in developing innovative solutions for smoke alarm maintenance and upkeep. - **Life-saving Fire Protection:** Opportunity for disruptive innovation in the development of advanced fire protection technology and devices. ### Who This Affects Most - **Home Security:** Opportunity for disruptive innovation in the home security industry by integrating advanced smoke alarm technology with existing security systems. - **Fire Safety Equipment:** Opportunity for disruptive innovation in the fire safety equipment industry by creating more user-friendly and effective smoke alarms and fire detection devices. - **Advertising and Marketing:** Opportunity for disruptive innovation in the advertising and marketing industry by developing creative and impactful campaigns to promote routine smoke alarm testing. ## Related on Trend Hunter - [Car Safety-Promoting PSAs](https://www.trendhunter.com/trends/never-happens-campaign.md) - [Lung Cancer-Awareness Campaigns](https://www.trendhunter.com/trends/marie-keating.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Home Safety Campaigns](https://www.trendhunter.com/trends/the-selfie-effect.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md)