Spotlight Project 1
”Close Before You Doze” Campaign
Brief
UL’s Fire Safety Research Institute (FSRI) tasked my team with refreshing their “Close Before You Doze” campaign to reach new audiences and drive immediate behavior change. Despite a decade of compelling research proving that closing bedroom doors at night can significantly reduce the deadly effects of home fires, many people still felt safer sleeping with their doors open. The challenge was to shift this misconception through an impactful consumer campaign that could resonate emotionally and motivate action.
Outcome
To meet the objective, my team created a “Show & Tell” video as the centerpiece of the campaign. By bringing together a group of unsuspecting participants for a focus group, we captured their misconceptions about door safety before surprising them with a live, side-by-side fire simulation in a mock-up home. The dramatic visual of the difference between an open and closed door, paired with the participants’ raw reactions, delivered an emotionally powerful narrative. This video went viral, generating 2.5 million views and 40,000 shares in the first 48 hours on Facebook, eventually climbing to nearly 12 million views across platforms. Praised by Adweek as “extraordinarily well done,” the campaign not only inspired immediate behavior change but also became a globally adopted tool for fire safety officials, cementing its place as one of UL’s most effective public advocacy efforts.
Spotlight Project 2
“Smoke Alarm Friendship Stories” Campaign
Brief
Develop an engaging and impactful commercial campaign for UL’s Fire Safety Research Institute (FSRI) to emphasize the life-saving importance of having working smoke alarms in the home. The challenge was to transform the common perception of smoke alarms as a mere nuisance into a powerful reminder of their critical role in providing early fire warnings. The campaign needed to convey urgent fire safety facts and promote awareness of new performance standards that reduce false alarms.
Outcome
I produced the “Smoke Alarm Friendship Stories” campaign, employing relatable storytelling to connect with audiences on an emotional level. By likening the responsibility of maintaining smoke alarms to nurturing a good friendship, I brought a fresh and memorable perspective to fire safety messaging. The campaign combined heartfelt narratives with compelling visuals, underscoring the reality that in a home fire, you may have just three minutes or less to escape. The materials provided a practical and reassuring message, also highlighting the reduction of nuisance alarms thanks to updated UL 217 standards. This creative approach not only raised awareness but also encouraged homeowners to prioritize smoke alarm maintenance, reinforcing UL’s mission to save lives through fire safety education.
