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PUBLIC RELATIONS


such as ignoring faulty smoke alarms, went unnoticed. South Yorkshire Fire service recognised that it was easier to communicate with the friends and families of this potentially vulnerable group, who would ultimately be better placed to change the behaviours of their older relatives. These friends and families were more likely to be active on local Facebook groups, say. Describing the campaign as a ‘grandparent


check’, Find the Time went live on Mother’s Day, a day when most people actively think about their parents. The campaign had three calls to action. The first encouraged friends and families to run through a checklist, answering ‘yes’ or ‘no’ to nine questions, such as: Do they smoke? Have they experienced any trips or falls recently? Do they have a hearing impairment? If the answer to any question was yes, then it


indicated that the neighbour or relative might be at higher risk and could be entitled to a free home safety test. But, in the meantime, friends and families were encouraged to keep their loved ones safe by testing smoke alarms, decluttering, providing ash trays (if necessary) and also getting a working phone which was readily accessible. The campaign reached hundreds of thousands of


people in South Yorkshire, through paid for advertising and coverage in local media, and led not only to a 43 per cent increase in home safety check referrals from partner agencies, such as Age UK, but also a 41 per cent increase in home safety checks completed in people’s homes. This level of behaviour change might not have happened had the fire service not had the insight that its key audience was not the most obvious one. ‘We’re lucky that we have a lot of


There’s nothing that we do as a team that’s awareness raising: everything has a clear outcome and objective


data available to us,’ explains Mills. ‘We can map out campaigns from incident data, and we use MOSAIC [Experian’s system which uses geo-demographic data to enable the effective targeting of specific audiences]. It can be quite overwhelming making that data work for you. We can ask who a campaign might be targeted at and the answer is ‘the public’. But you have to really hone down who your audience is.’ Data insight also led to another successful campaign. Electrical fires


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represent about a third of accidental house fires within the region and the Service set itself a target to reduce this statistic by at least ten per cent between December 2018 and January 2019 compared to the average for the previous three years. MOSAIC analysis revealed that the people most


at risk from an accidental house fire fell into four categories, one of which was pet owners who prefer cats, birds and small animals such as rabbits and hamsters. Having attended 76 house fires in the previous three years where animals were present, and recognising that two in three people would worry most about losing their pet in a house fire, the Service launched a campaign encouraging people to Protect their Pets. They created Creature Comforts-style videos,


where pets voiced by local celebrities like former Sheffield Mayor Magid Magid and radio personality Sam Cleasby discussed their owners’ bad habits, such as overloading plug sockets and failing to turn off appliances when not in use. An online safety quiz subtly gave people safety advice as well as the chance to win prizes, such as tickets to Yorkshire Wildlife Park. They pitched articles to local council and housing association magazines in a bid to reach at risk tenants and displayed posts on local Facebook ‘Buy or Sell’ groups, where people look for electrical equipment at bargain prices. The three messages focused on not buying cheap,


and potentially fake, electrical equipment online, not overloading plug sockets and turning off appliances at night or on leaving the property. The campaign’s posts on Twitter and Facebook


reached more than 325,000 people, while 1,043 people completed the survey with an average score of 77 per cent. More importantly, the campaign resulted in a 30 per cent reduction in electrical fires over the three months. It was another success to add to the Service’s growing roster. But there was also a monetary impact: the average house fire in Yorkshire costs the service around £47,000 – a reduction of nine fires saves a whopping £423,000. This, in turn, has informed other campaigns and led


to a reputation that has allowed the communications team to get more staff buy-in going forward. Mills adds: ‘We’ve taken inspiration from our


successes. With every campaign, we find it easier to get people involved with the next one.’ Nowhere was this more true than the video My Firefighting Mum,


CorpComms | February/March 2020


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