Marketing Magazine: Alberta gives 3-minute fire warning
From Marketing Magazine: Alberta Municipal Affairs and provincial fire departments launched a campaign today to warn Albertans of the dangers of today’s high-intensity residential fires.
The hard-hitting TV and radio campaign from Edmonton’s RED punches home the idea that fires in modern homes are different from those of 30 years ago when people had an average of 17 minutes to safely escape a burning house. Research shows that with today’s faster burning, highly toxic materials, that time has been reduced to three minutes.
Radio and TV spots warn that it will take seven minutes or more for a fire truck to arrive, but “you have three minutes.”
The tag line directs the public to a new website, 3MinuteDrill.Alberta.ca, that offers prevention, detection and escape plans. The campaign is also supported by posters and informational material handed out at fire stations.
Global TV in Alberta has also produced supporting 30-second public service spots narrated by news anchors offering additional information.
Alana Williams of Red said the agency took an Alfred Hitchcock approach to the TV spots rather than graphically depicting fire and injuries.
“We wanted to approach people on a psychological level, where they are more affected by what they don’t see than what they do see.”
The 30-second TV spots will run province-wide, while the radio spots will run regionally, often after there has been a fire in the area.
Filed under: Campaigns,In The NewsFired up
Just how quickly does a residential fire spread? Check out RED’s latest work aimed at shifting perceptions about High Intensity Residential Fires. The campaign, in partnership with Alberta Municipal Affairs, launches June 16.
AFX launches in Canada
Already in use by NBA and NFL athletes, this revolutionary training and rehabilitation system for feet and ankles will arrive in late July. Get a first look at www.afx-online.com
Alberta Dental Association + College campaign
Alberta Dental Association + College asks us to consider the important role of dentists in our overall health and wellbeing.
Alberta Dental Association – Beacon from RED The Agency on Vimeo.
Work Safe PSA wins Rosie
The 35th Annual Alberta Film & Television Awards, celebrating excellence and outstanding achievement in Albertan film, television and new media, were handed out recently at a gala industry event held at the Northlands Agricom in Edmonton. The statuette, known as the Rosie, was awarded in 22 Class and 30 Craft categories. We’re pleased to announce that “Fork Lift” for Work Safe Alberta won a Rosie as the Best PSA! Here it is again (not for the squeamish):
Filed under: Awards & RecognitionETS campaign strikes a chord with Edmontonians
Sounds like our recent campaign for Edmonton Transit has struck a chord with Edmontonians! (blog/photo via mastermaq)
RED wins Summit International Awards
RED was recently named a winner in the 2009 Summit Creative Award competition! Over the past 15 years, the Summit International Awards organization (SIA) has established itself as one of the premier arbiters of creative excellence. Among the thousands of submissions from 26 countries, our creative scored among the very best. Our winning entries included:
- Gold, Radio Spot $2,500 – “Wobble” for OK Tire
- Silver, Annual Report – Annual Report for University of Alberta, Department of Pediatrics
- Silver, PSA Multiple-Media Campaign – “Bloody Lucky” for Work Safe Alberta
- Bronze, Television Campaign – “Excuses” for Elections Alberta