The campaign will connect with parents by offering information and expertise on fire safety.

Fireman Sam fronts Mattel’s month-long fire safety campaign

Fire fighting hero Fireman Sam is leading a new safety campaign driving awareness of the importance of fire safety for children in the UK.

Beginning this month, the special safety month campaign will connect with millennial parents by offering information and expertise, communicate the values at the heart of the show, remind families to test their smoke alarms when the clocks go back and create conversation around fire safety in the run up to Halloween and Bonfire Night.

The extensive programme will include a national radio campaign with Heart FM, featuring on air advertising from Fireman Sam himself. National PR will secure interviews and features to drive mass awareness of the key campaign messages, while targeted competitions will drive awareness of the Fireman Sam franchise

Furthermore, a strategic blogger programme focusing on key licensed products will create conversation within influential communities as well as driving to retail.

“We are really excited about the launch of the Fireman Sam’s Special Safety Month campaign helping to ensure fire safety is at the forefront of parents’ minds ahead of these key events,” said Helen Genia, consumer products category manager, Mattel UK.

“The campaign will drive awareness of the Fireman Sam franchise and key product ranges including toy, home furnishings,, role play and publishing, and will be putting the show’s core values at the centre of the conversation”.

The campaign will also be supported by social media activity through Fireman Sam’s Facebook & Twitter pages.

To watch Fireman Sam’s safety tip videos visit the Fireman Sam YouTube playlist.

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