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Engine Helps Launch Government-Backed 'Fire Kills' Campaign

The campaign urges people to test their smoke alarms every month

Engine Helps Launch Government-Backed 'Fire Kills' Campaign

Households are being asked to test smoke alarms now and every month as latest research shows that only 28% of all adults who own smoke alarms are actually testing them on a regular basis. 

This year’s Fire Kills Campaign, launched today (Monday 7 November 2016) aims to highlight the importance of having at least one working smoke alarm in your home and to encourage everyone to test their smoke alarms immediately and then regularly every month. 

Working smoke alarms are vital in ensuring that, should a fire start, you have valuable time to get out, stay out and call 999. Research shows that you are at least seven times more likely to die in a fire in the home if you do not have any working smoke alarms.

The campaign, created by Engine, is running for one month across outdoor, print, digital, social media and radio to raise awareness during the winter months when there is an increase in fire-related incidents and deaths. 

Simon Peck, Group Managing Director of Engine UK said: ‘We are delighted to be delivering such an important message to the public. Building on the campaign’s success to date, we hope that this round of the campaign will drive more people to test now and every month, reducing accidental fire incidents and ultimately saving lives.”

There were 229 fire-related deaths in the home last year. The Fire Kills campaign hopes that by encouraging everyone to test their smoke alarms straight away, and then every month, more deaths could be prevented.

To help keep you and your loved ones safe, follow these simple steps:

Test your smoke alarm(s) now or when you get home

Make sure you fit smoke alarms on every level of your home and test them monthly, even if they’re wired into the mains.

Whatever happens, never remove the battery in your smoke alarm unless you are replacing it.  Some require a new battery every year.

Plan and practise an escape route and make sure that everyone in your home knows it.

In the event of a fire, get out, stay out and call 999.

For more information visit


Advertiser: The Home Office; Lucy Jewitt & Laura Jones

Creative Agency

Creative Agency: Engine

Planner: Olivia Stubbings

Producer: Matt Thomas & Nosisa Majuqwana

Photographer: Tif Hunter

Creative Team: Lucy Collier & Sophie Lewis

Account Director: Aimhirin Brock

Media Agency

Media Agency: Carat


Audio Post Production: Wave

Print / OOH

Designers: Liz Allen

Genre: PR , People , Print