COI - Breathe

RKCR/Y&Rs creates a new government campaign for Fire Safety

RKCR/Y&Rs chilling new ad as part of the Governments Fire Kills campaign dramatically shows the risks  of 'drowning' in the deadly toxic smoke caused by a house fire.
Designed to encourage the public to test their smoke alarms weekly, the campaign tackles the deadly belief that in a housefire, smoke would wake people, allowing them to escape by illustrating the fact that just two to three breathes of toxic smoke will render you unconscious.  In just under 50% of cases it's not the fire that kills, its the toxic smoke.*
The commercial shows a sleeping couple in a bedroom filled with water, using the analogy of drowning to help demonstrate how defenceless people are in the face of toxic smoke.

The campaign is part of the Governments ongoing fire safety campaign to reduce injuries and deaths from accidental house fires. Many people neglect to test their smoke alarm because they think in a house fire that they will be awoken by the smell of smoke, and be able to escape. However you will be breathing the toxic smoke and in a couple of breaths you are immediately disorientated and then unconscious. Even when alerted to a fire you may have less than two minutes to escape.

Creative Partners Mike Boles and Jerry Hollens developed the script, and alongside Director Dougal Wilson filmed the ad underwater at Pinewood Studios to bring the analogy of drowning in toxic smoke to life.

Damon Collins , Executive Creative Director says It's not often in this job you get the chance to actually save someone's life. This has been an incredible project to work on and the end result is not only beautiful but also, we hope, will prove effective at lowering fire related deaths."

As well as being supported by print and radio, Saint, RKCR/Y&Rs digital division has backed up the campaign online with home page take over's to launch the campaign on The Sun, Heart FM and Absolute FM as well as digital banners used as reminders to test your alarm today throughout the duration of the campaign period.

The campaign will run from 5 October 2009 to March 2010  and is the first from RKCR since winning the Communities and Local Government fire safety campaign business at the end of 2008.
*Source: Fire Statistics United Kingdom 2007

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Nonprofits & Activism

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[56postoffice]

Creepy. The fact that its filmed underwater makes it even more unnerving

[GGFanKelz]

watch my fire kills video via my channel

[Divirix1]

viktor coi

[Divirix1]

coi rusasia

[Divirix1]

coi russia



[moonlightlupine]

This advert is really creepy but I guess it really makes you think about it. We didn't have any smoke alarms for years but now we have quite a few!