Y&R London

Y&R London

London, United Kingdom

Full Service

TitleOn Your Child's Life
Campaign Fire Kills
Advertiser Communities & Local Government-
Brand CLG Fire Safety
Date of First Broadcast/Publication
Business Sector Institutional/Public Interest/Non-Profit Org.

RKCR/Y&R research identified the effectiveness topical cues to increase people’s likelihood of remembering to perform a task. Using the prompt of switching clocks to British Summer time, and in reverse to Greenwich Mean Time in October, results have shown that the use of such ‘Behavioural Association’ tactics will make us over 3 times more likely to remember test smoke alarm at these landmark dates. 


Almost 58% of people who died in a fire, did not have a working smoke alarm which raised the alarm to give them that crucial time to escape. 

Media Type Television & Cinema

Featured Work