FCB Inferno and the Home Office launch new Fire Kills campaign


FCB Inferno recently launched a new eye-catching campaign for the Home Office’s Fire Kills Campaign, debuting on TV with further roll-out across radio and digital channels.

The agency was briefed to develop a new strategic and creative campaign to highlight the risk of fire and ultimately drive preventative and protective behaviors around the home. Posters, TVC cut-downs and social assets were also built to be used nationally by Fire and Rescue services locally and on the ground.

The creative highlights how small, easily and frequently made mistakes can be devastating; whether it be throwing a tea-towel down near the hob, keeping flammable objects near candles or overloading extension cords. Filmed to feel like one continuous take, we follow a camera through a series of rooms, focusing on each ignition point in detail as the flames grow from scene to scene.

Designed to disrupt complacency, the creative reflects how careless actions can lead to fire, and crucially, contextualizes the testing of smoke alarms within the framework of greater fire safety behaviors.

Sharon Jiggins, EVP at FCB Inferno:

We’re created a campaign that focuses on preventative behaviours. By showing how easy it is for a fire to start and building the TVC around how quickly fire can escalate beyond our control, we want to make the public aware of the everyday risks in their home and change their behaviour as a result. We believe this will also be a powerful prompt to get people to test their smoke alarms.

Minister for Policing and the Fire Service, Nick Hurd:

This hard-hitting campaign shows us how it only takes one small accident to start a devastating fire in your own home. Knowing the safety risks, the little mistakes we can all make, is key to preventing fires. Fire Kills has a long history of helping protect people from fire and we are proud to re-launch it.

The campaign, developed with the help of the National Fire Chiefs Council, also urges the public to test their smoke alarms. Previous Fire Kills campaigns focused on the importance of detecting fires, but the new advertising also places emphasis on prevention by highlighting fire risks around the home.


  • Agency: FCB Inferno
  • Sharon Jiggins – Executive Vice President
  • Chris Baker – Head of Planning
  • Martin McAllister – Creative Director
  • Greg Harvey – Art Director
  • Mike MacKenzie – Copywriter
  • Emily Whiteaway – Account Director
  • Tom Elias – Account Manager
  • Nikki Chapman – Head of Broadcast
  • Hanna Davis – Broadcast Producer
  • Mike Jenkins – Head of Digital Delivery
  • Becci Salmon – Senior Digital Designer
  • Ross Cooper – Director
  • Friend – Production House
  • Sorcha Bacon – Producer
  • Dave @ Angell Sound – Sound Engineer
  • Scott @ The Quarry – Editor
  • Frame Store – Post Production
  • Debbie Porter – Head of Strategic Communications and Campaigns, Home Office
  • Laura Jones – Head of Marketing, Home Office
  • Elijah Lyons – Senior Marketing Manager, Home Office
  • Laura Butterfield – Marketing Manager, Home Office

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 150 at FCB Inferno. The agency’s clients sit across industry sectors and currently include the UK Government (for which they created the This Girl Can brand), BMW, Huawei, NIVEA, Sky and UEFA. FCB Inferno received two Grand Prix awards at the Cannes International Festival of Creativity in 2015 and 2016.

FCB Inferno was voted Agency of the Year 2018 at the inaugural Campaigns for Good awards as well as the top UK agency promoting good causes for the last two years by The Good Report, ranking third overall in the list of international agencies.