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. For photography, we used dollhouse‑style images to reveal a home and 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.
Impact
180%
Uplift in people writing to their MPs
272
Pieces of
Media Coverage
367%
Increase in visits to the Health Equals website
Awards and Coverage
The campaign won Best Campaign for Health and Wellness at the Roxhill Media Awards. It was covered widely across the media, including features on itv news, LBC and in national publications including The Sun, Daily Mirror, The Guardian, Metro and Daily Star, amongst others.