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Fire Safety - How a clock nudged a nation so fire couldn't kill

IPA Effectiveness Awards Case Study 2014

The hard truth is that people often intend to do the right thing, but fail to follow through – sometimes with fatal consequences. When it comes to fire, people are at least four times more likely to die in a fire if they do not have a working smoke alarm, so instead of people thinking they should test their smoke alarms RKCR/Y&R needed to get people to actually test them. Using the principles of behavioural economics, they designed a campaign which nudged people into testing their smoke alarms by capitalising on their existing behaviour – the twice-yearly clock change. Over the period of this campaign, deaths from fires in dwellings fell by 41 fatalities to 211, delivering a ROMI of £7.12 for every £1 invested.

2014 Awards


SilverSilver Award

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