Naked Communications creates ‘safe mistake zone’ to highlight fire safety message
Naked Communications has created the ‘Unsafe Mistake Zone’ to drive home the message that most fires are caused by preventable and everyday mistakes for two Victorian fire agencies.
The new campaign for MFB and CFA features a video which shows examples of unsafe mistakes, like drying clothes on a heater, with safe mistakes like sending a “creepy package” to a friend, in a spoof of a 1980s style infomercial.
https://www.youtube.com/watch?v=Bva6ClsV8s4
The campaign also comprises outdoor, social, mobile, PR and experiential elements using humour to highlight the message.
As part of the campaign people can volunteer to star in a series of embarrassing ads by connecting via Facebook to SafeMistakeZone.com.au, with Naked creating a large outdoor poster, full page newspaper ad and sponsored posts on the social network from what they can find out about them on there.
Tricia Wunsch, MFB director corporate communications said: “When it comes to getting people to listen to a safety message, you really need to think of creative and engaging ways to cut through what is a very saturated market.
“Our research shows many people believe that traditional messages around home fire safety are directed at children and are not applicable to them, yet we continue to see thousands of preventable fires occurring each year.
“Working with the team at Naked, we have developed a campaign that’s a little bit different. We hope to reengage the community and get them thinking about fire safety in the home.”
Tristan Graham, creative director of Naked Melbourne said: “If more people were aware of the small mistakes that cause home fires, the majority of these devastating events could be avoided.
“The immersive and social Safe Mistake Zone platform gives Victorians countless opportunities to engage with our home fire safety message and importantly, to share it with their friends and family.”
Sending out this press release was a pretty unsafe mistake.
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Illegal meth labs also pose a fire danger.
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Creative watching too much Tim and Eric.
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I know this doesn’t need to be said, but this is the worst thing I have ever seen, from any country, anywhere in the world.
What a missed opportunity.
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An incomprehensible waste of money. In itself that’s fine. But considering the category it’s irresponsible.
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Interesting take. Undecided but at least it’s different…
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Saw this on the news and heard the launch thing discussed for about a half an hour the other day on 774 with callers sharing fire stories and ideas. Unusual tone but could deliver on effectiveness.
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Perhaps because I’ve just finished reading Phil’s article on effectiveness winners I’m open minded. Hard to judge when (I’m assuming) we’re not the demographic.
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yeah i dunno, i don’t like it but i couldn’t stop watching it so i guess naked wins.
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Pumping their work whilst trying to sound neutral. Funny.
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Definition of try-hard
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