We looked at an online video entitled ‘On your child’s life’ which ran as part of the 2012-2013 Fire Kills campaign by the UK’s Department for Communities and Local Government.
The campaign urges members of the public to test their smoke alarm when they change their clocks.
(Mathilde) Video: At the beginning of the ad we see a young boy; James playing alone in what appears to be an abandoned house. The image is a dark grayscale. The camera switches from scene to scene. This technique of ‘film transition’ illustrates the passing of time.
We understand James is alone in the remains of a home destroyed by fire.
James keeps playing with his toys the way any young boy would. The decor is so dark that there are almost no colour in the scenes. The boy wears dark clothing.
(Kim) Audio: The first 5 seconds of the short play over a subtle but eery background tune. We hear James playing with his toys. We also hear the debris touch the floor as James uses his hand to sweep it from the kitchen counter.
(Mathilde) Video: The camera cuts to a close-up of James’ hands - firstly playing with his toy car then rubbing his ash covered hands together.
(Kim) Audio: James tells us that ‘last year in England 15 children died in house fires’ his tone is somber. He looks at the camera and pauses, the music builds becoming louder, James then continues to tell us ‘children like yours’.
(Mathilde) Video: James stands up and continues to talk. We can see that he is in the middle of his old bedroom, the room is destroyed from the fire. His clothes are dirty, covered in ash.
(Kim) Audio: James pleads with the ‘parents’. Asking them to ‘make a promise’ and ‘repeat’ after him.
‘I swear on my child’s life (pause)
To test my smoke alarm on clock change day.
To give my family the best chance (pause)
Of surviving a house fire.
His appeal addresses all parents, this gives the ad universal appeal.
The point is further emphasised as James looks anxiously at the camera asking ‘you did promise didn’t you’.
(Mathilde) Video: Next, the camera focuses on his face. He is sad and nostalgic. We see him holding the burnt alarm clock. The camera switches back to his face. He is now covered in more ashes. James looks straight to the camera .
(Kim) Audio: The eery and evocative music continues in the background. James ends his words with ‘because you can’t turn back time.’
(Mathilde) Video: We see James turn and walk towards the corner of his bedroom and slowly disappear. He is a ghost.
The call to action is reinforced onscreen. A slogan and logo appears on the bottom right corner of the screen: “When you change your clock, test your smoke alarm’. It is in all capital letters. The logo reads ‘fire kills, you can prevent it.’ The logo is in the shape of a house on fire.
(Kim) Idea: This commercial depicts a scenario in which a child in an abandoned and burned house talks to his parents through the camera and ask them to make a promise to check their fire alarm. We end up understanding that it was too late and that he has died because presumably, his parents did not check their smoke alarm.
(Mathilde) Rationale: The rationale can be understood as:
“ Fires can be prevented easily, kids don’t have to die” “ Every year kids are dying in house fires because smoke alarms are not checked or changed” “ You remember to change your clock, remember to check your smoke alarm. It can save lives. Your children lives.” “Every year children are dying in fires at home, to prevent it, check your fire alarm”
“ It is your responsibility to check your smoke alarm, just as it is your responsibility to protect your child”
(Kim) Target: This campaign specifically addresses parents. However by using a child and talking to the viewer the commercial has universal appeal. It speaks to all house holders as well as all parents.
