Every year, as temperatures drop, we see a significant increase in the number of house fires.

Over the last 10 years, we have observed a 54% increase in heat source related house fires we’ve responded to in May-July compared to the rest of the year. The majority of these are caused by or related to the increased use of heat sources in winter, such as heaters, chimneys, ash disposal, electric blankets and dryers. Encouragingly, heat source related house fires have decreased by 7% in the past 3 years (compared with the prior 6 years).

Our winter fire safety campaign ‘See a fire before it starts’ prompts people to better identify and decrease fire risks associated with the use of electric blankets, chimneys, heaters, dryers and hot ash disposal.

Using a thermographic imaging treatment, we’re able show unsafe fire scenarios from a new perspective. This shift in focus demonstrates that danger is often hidden from the naked eye, but a fire is easily preventable if you know what to look for.

The campaign encourages two actions and three fire safety behaviours across two phases:

Actions: Preparation messaging

1. Check the heat before you sleep - Check your electric blanket for hot spots before first use.
2. Chimney alright before first light? – Get your chimney cleaned before the first fire of the season.

Fire Safety Behaviours: Prompt messaging

1. A metre from the heater – keep everything at a safe distance
2. Cool ash before you stash – soak with water in a metal bucket
3. A clean dryer avoids fire – remove lint before every use

The campaign kicks off in June 2024 across tried-and-true channels: social, digital billboards, radio (during peak drive time), online video, digital display, and MetService. To make the best use of our budget, the digital ads will be triggered when the forecasted temperature dips under 14 degrees.