StayWise goes Global to reach the ‘Heart’ of the community

Throughout February, StayWise, the safety education arm of the Government’s Fire Kills campaign, is partnering with Global Media to extend awareness of their free life-saving safety resources throughout the UK.

The marketing campaign features a mix of national radio advertisements on Heart FM, partnering with the ‘Vogue and Amber’ Podcast, featuring sisters Vogue Williams and Amber Wilson, and bus advertising in Cambridgeshire and Greater Manchester coinciding with February half term holidays.

The campaign, funded by the Ministry of Housing, Communities and Local Government (MHCLG), hopes to extend the reach of StayWise into the teaching and home education community, specifically primary school teachers, and home educators with primary school age children. Research revealed that Heart FM is most aligned to this target demographic, along with the ‘Vogue and Amber’ Podcast, which discusses a wide variety of topics about family and raising children in an upbeat and conversational way.

StayWise has been the trusted platform for safety education resources for many years used by fire and rescue services, and other emergency services, working in schools and other settings with children and young people. The campaign will complement that ongoing work with the hope that more teachers, parents and home educators will sign up to use StayWise directly and make use of the free safety education resources.

Mark Baxter, Executive Lead for Children and Young People at the National Fire Chiefs Council (NFCC), said: “Fire and rescue services, alongside other emergency services and safety organisations, already do outstanding work in schools and communities across the UK to educate children and young people about staying safe. That work is invaluable and goes on every day.

But we also know that we can’t reach every child through face-to-face delivery alone. By working more directly with teachers and home educators, StayWise gives us the opportunity to reach many more children and young people with high-quality, trusted safety education developed by emergency services and safety organisations, and to embed lifelong learning that helps children and young people feel confident and resilient as well as better prepared in the event of an emergency.

This campaign helps ensure that those educators and families know that these free resources are available and can be used wherever children learn.”

The Heart FM radio advertising will run nationally for four weeks from 1 February with 436 slots booked at various times during the day/evening.

Vogue and Amber’s weekly Podcast can be streamed from Global Player and other mainstream platforms including Amazon Music and YouTube.

The bus advertising, which will run from 9 February for two weeks in Greater Manchester and in Cambridgeshire, depicts two firefighters and vehicles from one of the popular resources on StayWise. It is a pilot to establish if there is any difference in impact from two different environments – rural and urban with the same call to action “Sign up to save lives… StayWise.co.uk”.