Fire Kills (partially lost "Make your plan. Get out alive." public information films; 2002)

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One of the screengrabs from the original campaign.

Status: Partially Lost

Fire Kills is a long-running campaign made with the intent of educating the general public on fire safety. Over the years they have produced a range of public information films, one of which being the infamous "Make your plan. Get out alive" spot[1].

Aired in 2002, this particular campaign, commonly referred to as "Night Vision", became notorious for its grim nature. Throughout this PIF, a set of individuals are put into distressful situations in which a fire happens in their homes. Because of its subject matter, the PIF led to a few complaints from the general public, particularly from parents whose children were terrified[2].

Overview[edit | edit source]

The full readily-available campaign follows three separate situations of a few individuals involved in a house fire; a pair of siblings in panic in their bedroom, an elderly lady begging for help banging her front door, and a man injuring himself from a bicycle left in the hallway. Each of the segments has a tagline informing the viewers what they should do if a fire were to take place in their own homes.

Alongside the full advertisement, there existed shorter adverts that feature an extended take from each of the three segments. For these spots, they included additional shots and dialogue.

Availability[edit | edit source]

While the full advertisement is easily viewable online, the extended takes of the segments shown in the full advert are said to be obscure. Despite this, two of the shorter spots are available on YouTube, featuring slightly alternative scenes of the siblings and the man. It's uncertain whether the spot featuring the elderly woman was ever produced and aired.

Furthermore, there have been claims of an alternative version of the full advert, having red text instead of white and a much vaguer message towards the end. With both elements having been used for the shorter PIFs, it is likely said that this was the original version of this PIF, especially given the fact the campaign prompted complaints from the general public. However, this can be a case of the Mandela effect regarding its existence.

Gallery[edit | edit source]

The original campaign.
The short advertisement focusing on the children.
The short advertisement focusing on the man falling over his bicycle.

References[edit | edit source]