Tyne & Wear Fire and Rescue Service

Serious injuries and fatalities occur every bonfire season through bonfire and firework misuse.

Our regional campaign for Tyne & Wear Fire and Rescue Service attacked this problem by demonising fire itself, as an emotional trigger for behaviour change. Faced with a small budget, we used an integrated campaign with a wide variety of media led by TV and including posters, text messaging, PR, schools outreach, radio, vehicle liveries, online and print, to successfully motivate and reinforce safer public behaviour.

As a result of the campaign, reports of illegal bonfires increased, which in turn saved the local community nearly £1m and generated payback of £18 per £1 spent. Free PR worth £290,000 was generated. The campaign reduced the number of firework injuries by 80 per cent and attacks on fire staff by 31 per cent.