A MAJOR new national smoke alarm campaign has been set up to help reduce the number of accidental fire deaths and injuries in the home.

It is part of the National Community Fire Safety Centre's continuing partnership with fire brigades, working to-gether to increase fire safety awareness and individual action to reduce fire risk.

The campaign will build on the success of last year's Fire Action Plan initiative, which also featured smoke alarms as the vital early warning to assist safe escape from fire.

Research shows that the most common excuse for not having a smoke alarm is that people simply 'haven't got round to it.'

This year's campaign will challenge some of the excuses, which may be very familiar to firefighters in their contacts with the public.

These can often be concerns about cost, installation or 'nuisance' from smoke alarms, or they may simply reflect a lack of interest in fire safety.

Either way, excuses are dangerous and this campaign provides an opportunity for action to safeguard every home.

Promotions

A co-ordinated programme of advertising, promotions, sponsorship and PR activity will be carefully targeted at the following key groups.

Older (55+).

From disadvantaged circumstances.

Living in rented accommodation.

Non-owners of smoke alarms are more likely to be smokers.

They are unlikely to be living with children and generally less conscious of home safety measures. The campaign will also focus on smoke alarm ownership among minority ethnic communities.

For more information, please contact Station Officer Morton on 0151 650 8921.