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Kidde Europe launches focused ‘Cause for Alarm’ industry campaign

20 November 2023

KIDDE EUROPE – the manufacturer of smoke alarms, carbon monoxide alarms, fire extinguishers and safety accessories and part of the Carrier Global Corporation – has launched its ‘Cause for Alarm’ campaign, which has been energised in response to statistics suggesting that fatal house fires disproportionately affect some communities more than others.

Alarmingly, children under the age of five are at the greatest risk of fire-related deaths, making up almost 50% of fire deaths among children aged 16 and under. That’s according to the Child Accident Prevention Trust.

In tandem with the fifth edition of the European Fire Safety Week, which ran from 13-17 November, Kidde Europe is determined to bring this critical issue to the forefront, helping to educate and support families in safeguarding their homes and their loved ones.

The business absolutely recognises the need for a creative approach to engage and educate children and their families. To engage that cohort, the company has introduced the ‘Cause for Alarm’ jingle, itself a catchy tune that helps children and parents remember what to do when a fire alarm sounds. It’s underpinned by the slogan: ‘Beeps that last… Get out fast’.

Foremost priority

“We want to make fire safety a top priority in every household and keep children safe in their homes,” explained Rebecca Cackett, European channel marketing manager at Kidde. “With the right fire safety education and home safety products in place, we can help to prevent devastating fatalities. We are calling on everyone to work together to help spread this message and keep our children and loved ones safe.”

This campaign emphasises the importance of selecting the right fire safety products and creating – and, importantly, practising – a family escape plan, whereby children understand what to do if they hear an alarm sound. This is a ‘fundamental’ in the battle against fire hazards.

Despite a considerable percentage of households owning functional smoke alarms, the English Housing Survey commissioned by the Department for Levelling Up, Housing and Communities on a continual basis notes that a concerning 21% of interviewees admitted to never testing them.

Dynamics of domestic fires

Fires can spread rapidly. Moreover, many house fires begin during the hours of darkness.

Any assumption that the smell of smoke will wake individuals is a big misconception. The smoke produced in house fires often contains toxic gases, such as carbon monoxide, which can render individuals unconscious in rapid time. This is precisely why functioning smoke alarms are crucial. They provide vital minutes for escape before a home becomes filled with smoke.

Kidde Europe is committed to fire safety per se, which extends beyond awareness. In the coming weeks, the business will be partnering with influential figures to promote the ‘Cause for Alarm’ campaign. The overriding aim is to connect with audiences of all ages and backgrounds.

*Further information on the ‘Cause for Alarm’ campaign is available online at www.kidde.com