Winter Fire Safety: See a fire before it starts

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

During 2017-2020, there was a 29% increase in the number of house fires in winter (Jun-Aug). 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.

Our winter fire safety campaign ‘See a fire before it starts’ prompts people to better identify fire risks when using everyday household items, and encourages safer use of heaters, fireplaces and dryers.

In addition, this year we will begin our campaign with two preparation messages focusing on chimney and electric blanket maintenance jobs that need to be carried out before the first use of the season.

Using a thermographic imaging treatment, we’re able show unsafe fire scenarios from a new perspective. This shift in focus demonstrations 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:

Preparation messaging, 17 April – 28 May 2023

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.

Advertising channels: Facebook and Instagram

Prompt messaging, 29 May – 23 July 2023

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

Advertising channels: Online digital placements, street furniture, digital outdoor billboards, radio, ad on Pause, Facebook and Instagram. Throughout this period, 15,000 stickers communicating safety tips on hot ash disposal will be attached to kindling boxes across Mitre 10s, Bunnings and The Warehouse.