Red Public Relations was appointed in February to raise awareness of the campaign which aimed to ensure Queenslanders knew that only working smoke alarms saved lives and to mark April Fools’ Day in their diaries as the annual day to change smoke alarm batteries.
read: BRIEF
Red PR’s brief was to:
To strategically raise awareness of the QFRS and Duracell April 1 campaign through a PR program that encompassed publicity, profiling, promotional opportunities and a media launch.
seen: OUTCOME
Red Public Relations was given the following media coverage targets to achieve:
- Print: 30
- Radio: 4
- TV: 20
As a result of a thoroughly planned and well executed publicity campaign Red PR was able to exceed each target, as outlined below:
- Print: 51
- Radio: 9
- TV: 22
Highlights of the campaign included television coverage on Channel Nine, Extra, Today Show, Channel Seven news Cairns, Channel Seven news Townsville and a radio promotion on 97.3FM breakfast radio on April 1. We also achieved three stories in the one edition of The Sunday Mail the weekend before the launch.
spoken: RESULTS
Red PR’s execution of the 2008 campaign was the most successful to date, with more than $550,000 worth of media coverage achieved in just two months. The coverage not only promoted the campaign, but profiled important key messages about the Queensland Fire and Rescue Service and the important services it provides to the community.
One week following the campaign the lives of a family were saved when their house burnt down. They had changed their smoke alarm battery after reading story in their local newspaper. This proves the power of PR.
