• In summer 2013 accidental fire deaths rose – bucking the trend of recent years.

• Via Facebook 20th Century Fox/ Dreamworks offered a partnership for July 2014 launch of new film – How to Train Your Dragon 2

• Fire Kills used it to promote summer fire safety messages with free use of the DW characters (budget: £30k):

• Featurelink in 44 local papers + London – 18 further titles at no cost

• Promoted FB post – highest engagement rate ever (1.4m reach, 27.7k clicks/comments/likes/shares.

• Educational pack – compiled by Dorset FRA using dragon characters (no cost)

• Launch and banners in Dorset (no cost)

• Even PR Week thought it was good value for taxpayers’ money!

Fire Kills Partners

Primary partners: DCLG and England’s 46 fire and rescue authorities

Over 25 other partners in the commercial and not-for-profit sectors

These include smoke alarm manufacturers, B&Q, Sainsbury’s, Carers UK, East End Foods, Electrical Safety First, Post Office, Eon Energy, Zurich Insurance

Partners add a measurable extra 33% to the campaign – nearly £340,000 equivalent (M4C) – plus other benefits (eg trusted channels).

Poundland poster

East End Foods

Sainsbury’s

Ebbsfleet: a new garden city

Low cost campaign – partners Gravesham, Dartford and Kent Councils, Bluewater Shopping Centre• Door drop to residents and businesses in

the area and nearby (9000) and personalised direct mail to 350 in area

• Advertising in Kent Messenger series• A1 posters in Bluewater (no cost for sites)• Web banners• Local meetings• Helpline/ email/ online response

Total cost – less than £9k inc all

design

• Plans announced in March 2014• Land already earmarked for redevelopment• Could create up to 15,000 new homes• First step: consult on a new development

corporation – and avoid petitions!

4,000 views and people staying nearly 4 minutes average page time – 123 responses

Top tips:Use partners’ channelsBorrow use of OOHUse own photosBuy each part direct