Actress Jill Halfpenny Launches 'Fire Kills' Awareness Campaign

New hard-hitting advert shows how 2-3 breaths of toxic smoke can knock a person unconscious and kill a child in under a minute.

Actress and mother Jill Halfpenny and Fire Minister Shahid Malik today launch a dramatic government campaign that highlights the danger of toxic smoke from house fires and urges the public to test their smoke alarm weekly.

The Dont Drown in Toxic Smoke advertising campaign dramatically shows how quickly toxic smoke can impact on the human body. A sleeping couple are shown being overcome by the drowning sensation of toxic smoke when a fire breaks out in their home at night.

The campaign is supported by new research from CLG which found that people vastly underestimate the impact of toxic smoke; The reality is that just two to three breaths of toxic smoke will affect your ability to breathe, a sensation similar to drowning, as shown in the new advert.

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