Cowpe - Chip-pan Fire Prevention

Question 0

What was the biggest reduction in chip-pan fires?

Answer 0

It was in Tyne Tees, 33% during the campaign, reduced to 17% over the following 6 months and 15% over the following 15 weeks (after the 6 month period).

Question 1

What was the increase in awareness in the Yorkshire TV area?

Answer 1

62% before the campaign
90% after the first adverts
96% after the campaign

Question 2

How many regional areas was the media campaign shown in?

Answer 2

10

Question 3

Describe the commercials.

Answer 3

~Two 60 second commercials
~One named ‘inattendance’ the other named ‘overfilling’
~Initial cause and actions required to put it out included
~Real time and slow motion effects added to heighten the effect

Question 4

What was the duration of the study?

Answer 4

1976-1984

Question 5

How many areas were shown reminders one year after the original campaign?

Answer 5

Three:

Granada, Harlech, Tyne Tees

Question 6

Where/how did they collect the data?

Answer 6

They measured the number of chip-pan fires reported.

2 quantitative consumer surveys conducted.

Question 7

What happened if one area received more than 1 TV channel?

Answer 7

There was less impact of the campaign, which suggested over exposure is not good.

Question 8

What percentage decline in chip-pan fires was there?

Answer 8

Reported 7% (Central television area) and 25% (Granada television area)