Challenge

Educate all Victorians of the need to have interconnected working smoke alarms in every bedroom.

Insight

Most casualties and injuries occurred during homes fires that start in the bedroom. With only one in five Victorians sleeping with a smoke alarm in their bedroom many of these deaths could have been easily avoided.

Solution

Our ‘Silence is Deadly’ campaign uses silence to build suspense and grab our audience’s attention as the threat of fire builds as smoke envelopes the room. We married the lack of sound with emotive imagery to highlight the harsh potential consequences of homes and bedrooms unprotected by working smoke alarms.