Fire Safety
Exit Awareness Program - Australia
Client: Metropolitan Fire Brigade.
Target Audience: Men and women aged 18-30; Licensed venue patrons.
Summary: The exit awareness campaign was developed by Convenience Advertising in conjunction with the Metropolitan Fire Brigade.
The campaign aimed to encourage licensed venue patrons (particularly those aged 18-30 years) to take personal responsibility for safety and to raise awareness that the way patrons enter a venue may not be the same way to exit the venue in the case of an emergency. Furthermore, the campaign aimed to raise an awareness of the importance of noting the location of exit signs and emergency exits.
Results: The program was evaluated by Deakin University’s School of Psychology. Results included an unprompted recall rate of 28 per cent.
This figure rose to 54 per cent when respondents were prompted. This was a positive result considering nearly half of the respondents (49 per cent) had not seen or heard anything else about exit awareness before this campaign and patrons frequenting licensed venues are generally carefree and not necessarily safety-conscious.
The evaluation also found that 97 per cent of respondents felt it was definitely or probably appropriate to display exit awareness messages in the bathroom. Over half of the respondents (59 per cent) found the messages to be relevant and/or useful. The success of this campaign was extended to for the 2006 Commonwealth Games.
