The Brief• Keep keys to hands• Plan B• Plan escape route• Keep objects out of doorways• Close internal doors• Get out. Stay out.
History of Fire Kills• „Reduce fire deaths by raising awareness of fire safety issues‟• Began in 1999• Pivotal in helping reduce fire deaths by 50%• Focus now on how public can prevent fire• Mike Larking (08/09) – a need to engage high risk groups in deprived areas
History of CampaignsIn total there have been sixteen Fire Kills safety videos, all with differentthemes to bring awareness of the risks around the household.• Spec • Dolly • Fire Kills• Smokey • Black • Pull Your Finger Out! Now• Habit • Backwards • Pull Your Finger Out• Frances The Firefly • Christmas 2006 • Breathe• Feet • Fire Kills 2008• Don‟t Try This At Home • Ash 2008
Political Influence Upon Fire Kills Campaign • Government spending - 2009/2010: £4m - 2010/2011: £1m • Opportunity for big society - Prove Commitment - Promoting Campaigns • In-store events - Developing customer knowledge • “DCLG is handling the initiative in-house, with practical assistance from the COI. It hopes the strategy will bolster its advertising, which has returned after an eight-month hiatus due to the governments freeze on marketing.”
Fire Statistics• While looking at the fire statistics we were able to find out what were the most important areas in fire safety.• 85% of fire-related deaths to teens and children are residential fires• Some causes of house fires comes from: – faulty electrical equipment – smoking – children playing with fire• Finding this information helped us find our target audience.
Target Audience• Covers 3 of the 5 high risk areas; 1. Single and middle aged people that drink and smoke 2. Young people aged 16-24 including students 3. Deprived single parents/females• 14-25 is a particularly socially orientated age group so are easily contactable whether it be: – physically with an event in shopping centers – Or a game/video virally on Facebook, Youtube or Twitter
Internet Advertising• With the internet advertising I followed our campaign theme of dark colours, which help illustrate the seriousness and importance of the message.
• With the banner, I started off with a small fact about fire deaths to try and bring home the realism of the risk of fires• I went on to show the logo of the advertising campaign so that our audience knows what the advert is about• Then follow with a question to interact with our audience, making them think about themselves in context of our campaign “How well do you know your home?”• And I finish with where the link takes our audience, which is to learn the 6 rules for fire safety.
Initial Concept Ideas• Web-based game• Video• Audio• Public Event: • 3D mapping • Virtual reality simulation • Augmented reality • Interactive bus shelter game
Event Idea Development• Augmented reality • 3rd person • Captured attention of the public • Unique and could feel personal • Hard to replicate in several locations due to specific location dynamics & complicities • Couldn‟t maintain over 4 day event• Kinect Based • More interactive • 1st person involvement • Easily replicable & could involve individuals at a faster rate • Isn‟t inhibited by location dynamics • More target audience specific – able to convert into game following event • Active involvement doesn‟t include some members of the public • Consumes a large surface area
• Microsoft Kinect motion sensor will detect player• 3 minutes to complete• 6 stations• 1st person
Location, Footfall & Restrictions Bluewater, Kent Average 28 million guests visit per annum Liverpool One, Liverpool Average 29 million guests visit per annum Trafford Center, Greater Manchester Average 35 million guests visit per annum Meadowhall, Sheffield Average 25 million guests visit per annum Eldon Square, Newcastle Average 25 million guests visit per annumTypical restrictions• the event must not contain any unsuitable information and must be suited for all people• Noise must be at a reasonable level where it would not cause a disturbance to normal shoppers
Interactive Game Hardware Research• Kinect3D, Motion and DepthSensing• PC4G RAM Duel Core• Multi-viewerSplit audio/video• Digital Display6144mmX4224mm
Software• Windows SDK – Software in which you can create applications for the Kinect sensor• Raw sensor streams – which allows us to utilize all of the cameras and the microphone on the Kinect• Skeletal tracking –allows our audience to play through the game with physical actions
Viral Advertising• Game released as a free mini-game download on Xbox Live market• YouTube channel – broadcasting videos of the event – Showing individual videos of public• Code to activate their video online – Share on social networking sites with friends