RKCR/Y&R, London Follow Update

  • Hampstead Road Greater London House
  • London NW1 7QP
  • United Kingdom
  • Phone: (+44) 0207 611 6568
  • Fax: (+44) 020 7611 6011

CLG Fire Safety - "On Your Child's Life" - RKCR/Y&R

  • On Your Child's Life
  • CLG Fire Safety
  • Communities & Local Government-
  • RKCR/Y&R
  • United Kingdom
  • Fire Kills
Product CategoryInstitutional/Public Interest/Non-Profit Org.
Date of First Broadcast/PublicationApril 4, 2013
Media TypeTelevision & Cinema
Length62 Seconds


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.