Fire Door Safety Week

A multi award-winning integrated PR, public affairs and social media campaign that put fire door safety in the news.
Multi award-winning collaborative campaign
4,483 uses of the campaign Communications Toolkit
Launched in 2013, Fire Door Safety Week is an awareness campaign led by the British Woodworking Federation (BWF) and supported by the BWF Fire Door Alliance. It aims to raise awareness of the critical importance of fire doors in saving lives and protecting property.

Challenge

Fire doors play a vital role when it comes to safety and protection. However, BWF members felt there was a serious lack of awareness and appreciation of the importance of properly specified, well-installed fire doors, which meant increased risk to the public.

The fire door manufacturers and associated supply chain needed a campaign to boost understanding among key stakeholder groups including building owners and contractors, building users and residents, landlords, local authorities, MPs and government ministers. In response to this, LMC helped create the award-winning Fire Door Safety Week.

Strategy

We knew that the BWF itself could not do all the work alone, particularly on a campaign of this importance - it needed widespread support, shared effort and collaboration.

So, in running the campaign from its inception in 2013 through to 2017, we developed a wide range of activities which others could join in with and could amplify across the country:
  • Created a Fire Door Safety Week website where collaborators could pledge their support and publicise their activities during the week.
  • Created online communications toolkits, full of creative and visual assets that others could use across their own websites, PR and social media.
  • Ran research-based PR campaigns with hard-hitting facts and figures about fire door safety.
  • Organised radio days for BWF spokespeople to give advice via multiple broadcasts across the country.
  • Promoted multiple events held around the country, often in collaboration with the fire service or local social landlords.
  • Collaborated with the Government's Fire Kills campaign.
  • Created Facebook's fire door safety vigiliante, Theodore Firedoor, who published photographs of fire door fails in public buildings and named and shamed the building owners.
  • Created educational videos of fire door tests and guide to correct installation and inspections.
  • Ran the 'Stick to the Spec' campaign, targeting architects and specifiers to encourage them to stick to the correct specification of fire door sets and avoid value engineering.
  • Ran the 'Click it, Kick it’ social media campaign, aiming to raise awareness of the dangerous misuse of door wedges.

Results

Former Chief Executive - British Woodworking Federation

“The Fire Door Safety Week campaign delivered continuity in raising understanding and awareness of the vital importance of fire doors. LMC knows the construction sector well; the team is able to absorb complex briefs and turn them into simple messaging that is easy to understand. The LMC team is professional, hardworking and creative.”
More than 350 pieces of broadcast, print and online coverage
273 supporters in 2017 - up from 177 the year before
Trade Association Forum Best Practice Awards 2015
17.7 million total reach in 2017, an increase of 97% on 2016
More than 19,000 visits to the campaign website during Fire Door Safety Week 2017
Construction Marketing Awards 2017, Excellence in Fire & Emergency Awards 2015
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