EXCUSES KILL. GET A SMOKE ALARM

3 Jan 2002 11:36 AM

Make a resolution to buy a smoke alarm for 2002

A thought-provoking television advertisement that aims to reduce the number of deaths and injuries caused by fires in the home was re-launched today by Minister for Fire Safety, Alan Whitehead.

The #2.5m ''Excuses Kill - Get A Smoke Alarm'' advertising campaign, tackles the excuses people use for not buying and fitting smoke alarms. Excuses range from ''I didn''t get around to it'' to ''I didn''t know where to buy one.'' The campaign will run for approximately four weeks, starting tonight.

Every year nearly 400 people die and over 12,000 are injured as a result of fires in the home. Some 20% of homes still don''t have smoke alarms and of those that do many are not checked to ensure they are working. People are twice as likely to die in a fire without a working smoke alarm.

Alan Whitehead, Minister for Fire Safety, said:

''I hope that everyone will make buying and fitting a smoke alarm their priority resolution for 2002.

''The ''Excuses Kill - Get a Smoke Alarm'' campaign is part of the Government''s wider commitment to fire safety. Our objective is to stop fires happening before they start through brigades working with communities, and through national campaigns such as ''Excuses Kill.

''The consequences of not having a smoke alarm can be tragic. But smoke alarms are easy to install, many cost under #5, and they can be purchased in local shops. In some areas fire brigades will come to your home and fit your smoke alarm. Every home should have at least one, and we hope that the images in this advertisement will prompt everyone to take the fire safety message seriously.''

The campaign will run until 23rd January 2002. TV advertisements will appear on ITV, Channel 4, Channel 5 and selected satellite stations including ethnic minority programming. The campaign will be backed up by promotional activity in the regions organised in conjunction with local fire brigades. GMTV will also be running a smoke alarm campaign at the end of January 2002 supporting this government initiative.

NOTES TO EDITORS

The Excuses Kill - Get A Smoke Alarm campaign was launched on 6 September 2001 by Alan Whitehead, Minister for the Fire Safety. The advertisement was rescheduled following the terrorist attacks on the US on 11 September as it was felt that the campaign imagery was inappropriate at that time. Copies of the advertisement and other campaign material can be found at: www.community-fire- safety.org.uk

For further information on the campaign, including case studies, VNR and ANR, please contact Rebecca Snow on 0207 261 8543 / rebecca.snow@coi.gsi.gov.uk or Sophie Lucas on 0207 261 8306 / sophie.lucas@coi.gsi.gov.uk This information and general advice on smoke alarms is also available on www.community-fire-safety.org.uk

The DTLR would like to thank the following Campaign Partners: Kidde Safety Europe, Woolworths, Homebase, B&Q, EI Electronics, and Help The Aged for their support. Thanks also to GMTV and First Alert, Tesco, Sainsbury''s, Morphy Richards, Dicon, Duracell, Energizer, Robert Dyas, Comet and Wickes for their involvement in campaign promotions. Copies of the campaign leaflet are available in selected Homebase, Robert Dyas and Help the Aged shops and Tesco stores.

The DTLR has issued guidance to local authorities advising on issues of legal liability in respect of non-functioning smoke alarms, and gives examples of best practice in the provision and siting of alarms. The guidance can be found at: www.housing.dtlr.gov.uk

The national smoke alarm campaign re-enforces the work that Community Fire Safety Officers carry out year round promoting fire safety and fire prevention. The DTLR campaign contributes to the Government''s aims to reduce fire-related death and injuries in the home. Integrated publicity campaigns have been successfully run for Fire Action Plans and Chip Pan Safety. The fire prevention strategy is being taken forward by the DTLR''s National Community Fire Safety Centre, which also develops other communication resources for fire brigades.

Public Enquiries: 020 7944 3000 DTLR website: http://www.dtlr.gov.uk