Title	LET'S DO IT!: NO MORE FIRES
Brand	ESTONIAN RESCUE BOARD
Product/Service	NATIONAL FIRE SAFETY CAMPAIGN
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	ZAVOD BBDO Tallinn, ESTONIA
Advertising Agency	ZAVOD BBDO Tallinn, ESTONIA

Name	Company	Position
Silvar Laasik	Zavod BBDO	Creative Director
Kristi Kamp	Zavod BBDO	Project Manager
Kaarel Kärner	Zavod BBDO	Copywriter
Tauno Loodus	Zavod BBDO	Managing Director
Hanna Jõers	Zavod BBDO	Designer
Kristjan Schmidt	Zavod BBDO	Project Manager
Kai Nõva	Zavod BBDO	Designer
Irina Shabarova	Zavod BBDO	Designer
Kristo Rohtla	Zavod BBDO	Designer
Helen Kirss	Zavod BBDO	Project Manager
Tiina Niinemägi	Zavod BBDO	Designer
Johan Laiv	Zavod BBDO	Designer
Mohammad Almutawa	Zavod BBDO	Designer

The Brief

The task of the activation campaign was to bring people together and actually contribute to ensuring fire safety in Estonia. Also, to inspire other to follow the lead. No more fires, no more lost homes and lives! The issue is serious but not the most attractive topic. Still, you need to make people act! Thus, we took the most active segment of our population and convinced them to help us achieve the goal and spread the message plus activate others by a good example. Fire safety campaign + Let's do it! = One big fire safety initiative.

Campaign Success

During the first phase of the campaign, we promoted the test with a TV and outdoor campaign. With the aim of raising awareness among the general public and introducing the test. We also sent direct mail print versions of the test to the elderly who don't use computers. During the second phase, we directed attention towards the Let's Do It initiative and activated people through it. We did it with an online clip, PR articles and collaborated with the Let's Do It organisers team. The initiative was succesful and helped us make Estonia a safer place during one very active and effective day.

Describe the success of the promotion with both client and consumer including some quantifiable results

We managed to engage 47 136 people, almost 5% of our whole population, in Let's do it! activities which main goal was to ensure fire safety in Estonia.

Explain why the method of promotion was most relevant to the product or service

Context, fire safety campaign: Our task was to raise people's awareness of fire hazards in their homes and make them prevent home fires. We created a web-based test for it and promoted the test with a TV campaign. However, we wanted to do more. Activation, Let's do it!: Fire safety: Thus, we contacted one of the biggest civid-led initiatives in the World – Let's Do It! The initiative was started in Estonia and it involves about 5% of our whole population every year. Together we organised the biggest fire safety initiative in Estonian history. We managed to inspire 5% of Estonia's whole population to come together for a day to eliminate fire hazards, prevent fires and install fire safety equipment all across the country. They inspired numerous others to follow their lead. Now virtually everyone in Estonia knows about the fire safety test and how to ensure fire safety.