Fire service reduces antisocial activities
Campaign: Project Bernie
Client: South Wales Fire & Rescue Service
PR team: In-house
Timescale: Easter 2010
South Wales Fire & Rescue Service (SWFRS) ran a social marketing campaign to try to reduce the number of grass fires started deliberately in Tonypandy.
- To reduce the number of grass fires in Tonypandy by 15 per cent over Easter
- To promote socially positive alternative behaviours.
Strategy and plan
In-depth interviews with the local community showed fire-setters were predominately bored young males. The PR team asked teenagers to design a mascot and help create a programme of Easter activities for young people.
An information stand was set up in the local Asda car park, offering promotional merchandise and an opportunity for the community to get to know their local firefighters. Local media attended the launch.
Measurement and evaluation
The results showed a reduction in fires of 46 per cent - three times the target.
Police data showed reported incidences of all forms of antisocial behaviours reduced during the intervention; fire incidents continued to be reduced afterwards.
Direct saving to SWFRS from reduced fires in Tonypandy was £285,655.