The New Zealand Fire Services is set to educate New Zealanders about fire safety after FCB won $300,000 worth of free advertising to be used in a single day across newspapers, web and mobile.
FCB won the challenge, promoted by News Works, with a campaign based on the danger of fire and the value of installing smoke alarms.
Media manager at FCB, Hilary Barrett said the idea is to let New Zealanders hold the remains of a house devastated by fire. People will have to look out for the Day of Influence to see how it is done.
“With frequent media stories about fires, Kiwis can get over-exposed to the point of becoming de-sensitised.
“We wanted to use this fantastic opportunity to demonstrate, through the power of print, the danger of fires. Our aim is to get as many Kiwis as possible to install or check their smoke alarms in their homes on a single day,” she said.
FCB’s new approach to tackling the issue of fire safety comes after this campaign for The New Zealand Fire Service to get people to check their smoke alarms are working.
The judges were delighted to have found a strong entry that leveraged the power of integration across print, digital and mobile media, according to News Works’ head of marketing Diane Hannay.
“While there were many highly creative entries, the Fire Service campaign stood out for its unique use of print media.”
While the Day of Influence is a New Zealand first, it has been a feature of UK news media for many years.
In 2014, a campaign to promote tourism back to the Philippines, following the devastation of typhoon Haiyan, ran across six of the UK’s leading newspapers.
In one day it reached 20 million people, with more than 30,000 people visiting the campaign’s website.