Fire doors play an extremely important role in safety and protection - we knew this long before the Grenfell Tower tragedy brought this issue to the fore.
However, in 2013 there was a severe and dangerous lack of understanding within the media and key stakeholder groups, including the general public, businesses, landlords, local authorities, MPs and government ministers.
In response to this, we created Fire Door Safety Week, a campaign still running 10 years on. We ran it from its initial conception in 2013 through to 2017, winning multiple industry awards. It was led by the British Woodworking Federation (BWF) in association with the Government’s Fire Kills campaign. Messaging focused on the critical importance of fire doors in saving lives and protecting property.
As part of the campaign we developed downloadable toolkits and infographics to encourage engagement and action; undertook surveys and polls to gather material for press releases and radio interviews; ran a series of events around the country; created and promoted the ‘Theodore Firedoor’ character and the ‘Click it Kick it’ social media campaign.
In 2017 we reached record levels of success in terms of reach (visibility), response (awareness), resonance (interest) and return (action by supporters and stakeholders).
17.7 million total reach in 2017
an increase of 97% over 2016
More than 350 pieces of broadcast, print and online coverage
with 2.7 million print views and 11.4 million broadcast reach
4,483 toolkit downloads from the website
providing publicity resources for supporters' own use
273 supporters in 2017
up from 177 in 2016, each doing their own bit to raise awareness of fire door safety
3.6 million social media reach
up 58% on the year before, including 33,147 new YouTube views and 593 new Twitter followers in 2017
289 inbound links created from media coverage
to the BWF and Fire Door Safety Week websites, creating a 21% uplift in visits during the campaign
LMC is a PR and communications consultancy on a mission to help our clients change the construction, property and built environment sectors for the better.
Using our specialist knowledge and skills, we help clients to achieve their change agenda, building their reputation and profile around the topics that matter most.
If you need help to meet your ambitions and make a difference, please get in touch for an informal discussion about how we can help.