Sparking Success for South Wales Fire and Rescue
Described as ‘a cultural problem’ that’s ‘been going on for years’, deliberate grass fires have become an increasing challenge faced by South Wales Fire and Rescue Service.
Wanting to reduce the number of deliberate grass fires by raising awareness and educating a younger demographic in the 14 to 16 age range, South Wales Fire and Rescue Service approached us for a solution.
Recognising the need to disrupt a younger audience, we created a bilingual, mutli-platform campaign across YouTube, cinema and radio intended to stop the audience in their tracks with a hard-hitting message.
In the video, we see a group of teenagers who, laughing, peer pressure one of its members into starting a mountain fire, showing scant regard for the potential consequences.
Consequences that, on this occasion, involve firefighters not being able to attend a local house fire due to the incident on the mountain.
Returning home, the teenager who started the fire finds that it’s actually his house in flames, and he’s left devastated as his childhood companion, his dog, is carried out.
We end the video by asking the teens a poignant question: “Still laughing?”
Enjoying over 14,000 YouTube views, we helped our client’s ‘Grass Fires Have Consequences’ campaign win a prestigious CIPR PRide Award.
For more information on this campaign, please email S3’s Head of Video and Media, Dan Veal: d.veal@s3advertising
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