Ministry of Housing, Communities and Local Government / Fire Kills

Sparking awareness of the risks of not having enough smoke alarms

Get Covered

The Challenge

In more than one third of home fires, smoke did not reach an alarm in time to provide a warning. A single alarm often isn’t enough to protect an entire home, leaving rooms, and the people in them, unprotected.

The Insight

Many people didn’t think there was a problem. They believed that having a smoke alarm somewhere in the home was enough to keep them safe. We needed to help them understand that they might not be as protected as they think.

Watch the 30’ hero film

The solution to drive change

To challenge that misplaced confidence, we wanted to show people just how dangerously exposed they were without enough smoke alarms in their home. The ‘Get Covered’ campaign brought to life the terrifying reality of what happens when a fire is allowed to go unchecked.

We created a film that followed smoke as it moved silently through a home, like an intruder, slipping through unprotected rooms and going unnoticed. An extensive Out-of-home campaign used dollhouse‑style images to reveal homes showing which spaces were covered by alarms and which were left exposed. The campaign was produced through a novel hybrid approach of traditional filmmaking and AI.