Client: Buckinghamshire & Milton Keynes Fire Authority
Copy written for: Website & radio
The client wanted to run a tactical campaign to help reduce fires when people are often most busy – in the morning before work and when they get home and start cooking in the evenings. The most at risk group was described as ‘comfortable families’ and often these were people who perceived themselves to be relatively conscientious, responsible homeowners. The copy that I produced for this campaign was used on the fire services website and as part of a radio campaign with the intention of influencing people’s behavior.
After accessing all of the statistics relating to fires in the home, I wrote a series of specific messages dealing with the most common causes, which were largely associated with small appliances and cooking equipment. The copy that I produced was written in a conversational, natural tone to describe an ordinary domestic setting. It sought to show how in our busy, everyday lives it’s easy to forget how a few quick measures can ultimately save our lives.
view the website: www.safeinthemorning.co.uk
hear the radio campaign: