Everyday Chores Make Everyday Homeowners Heroes.
Challenge.
Many homeowners still don’t know or fully believe that small FireSmart chores can make a big difference in reducing wildfire risks. But they can, and they can help first responders a lot in a community-wide emergency. Many fire departments report that homes that are FireSmart reduce wildfire risks and therefore allow them to direct valuable resources to areas immediately at risk. So for this campaign, we needed to position FireSmart tasks as more than everyday chores, but rather everyday acts of potential heroism.
Solution.
Our campaign focused on making everyday homeowners into everyday heroes with a simple prop: a yardwork apron. Or a “cape-ron” as we like to call it. We had these cape-rons branded with the FireSmart symbol. We showed homeowners doing everyday chores, then had them suddenly flip their aprons from front to back like a cape. We created a full campaign around this idea, using TV and radio broadcast for broad market reach, social media ads for targeted messaging and increased frequency, and out-of-home ads for local consistency.
Community Effort.
We leveraged real local firefighters to make appearances in our broadcast, reaching across the province.
Community Engagement.
Our yardworking cape-rons became a favourite swag item at FireSmart community events, further bolstering the campaign message and rallying more everyday heroes.
