Marketing ICS: A Fire Prevention Marketing Success Story

The "Where's the Fire?" exhibit, at Walt Disney's Epcot has millions of visitors each year.


Over the last couple of years and, more recently, within the last six months we have observed a confluence of thought from many fire service organizations. That thought is almost unanimous agreement that the most effective way to diminish the continuing fire problem in the United States is a coordinated, national strategic effort focused on prevention and public education, supported by specific tactics in every neighborhood in the country.

The creation of Vision 20/20 has been one of those forces that have contributed to this effort. We are all moving in the same direction in thought and word for one. Soon, Vision 20/20 will be in a position to move momentum to effective action across our country. Fire prevention and education is marketing - public service marketing.

With the words, marketing effectiveness, in mind, I wanted to report on the progress four years later of the largest public fire education experience in the world, "Where's the Fire?" presented by Liberty Mutual Insurance Group, and featured in the Innoventions pavilion at Epcot at Walt Disney World Resort in Florida.

Marketing in Action: The Growth Of A Public Education Strategy That Works
Since opening in 2004, Liberty Mutual has used it's "Where's the Fire?" experience as an anchor element of its fire-safety outreach. Community programs, offered freely by representatives from 400 local Liberty Mutual offices around the country in cooperation with local fire departments, include materials and lesson plans that mirror the safety messages and teachings that families find at the Epcot exhibit. As a valuable public relations tool Liberty Mutual has used "Where's the Fire?" to work directly with the fire service community.

Free Fire Safety DVD Available To All Fire Departments Across The Nation
In 2007, Liberty Mutual filmed a fire safety video that is distributed free of charge to fire departments and schools, and also is available at www.BeFireSmart.com, Liberty Mutual's online fire safety education destination for parents, teachers and firefighters. The film introduction is delivered by Oscar winner Marcia Gay Harden, who for two years served as Liberty Mutual's fire safety ambassador. In addition to filming the video, Ms. Harden, who tragically lost her niece, nephew and their mother in an apartment fire several years ago, has delivered the keynote address at the 2006 Liberty Mutual National Firemark Award presentation at Firehouse Central in Orlando, she educates BeFireSmart.com visitors with a series of seasonal fire-safety vignettes, and has appeared on national shows such as The View and The Martha Stewart Show to promote the website.

Liberty Mutual Partnered With IAFF To Create Fire Safety Census
In 2006, Liberty Mutual partnered with the International Association of Fire Fighters (IAFF) on a national "Fire Safety Census," exploring Americans' understanding of fire safety facts and their behaviors when it comes to protecting their homes and their families.

The results showed that while most people have solid knowledge about the major causes of home fires and the necessity of fire-safety devices in the home, it doesn't translate into behavior.

The National Firemark Awards
Since 2005, Liberty Mutual presented the annual Liberty Mutual National Firemark Award in both heroic and community service/public education categories. The national award evolved from the 20-plus year Liberty Mutual Firemark Award program, where local Liberty Mutual offices around the country honor individual firefighters who best exemplify courage and valor. The national winners, chosen by a selection committee of national fire service organizations and fire safety experts, each receive a $20,000 grant from Liberty Mutual for their firehouse or department as well as a trip to Walt Disney World to visit the "Where's the Fire?" exhibit at Epcot.

Exhibit Opens
On October 3rd, 2004, Epcot at Walt Disney World Resort opened "Where's the Fire?" sponsored by Liberty Mutual Insurance Group in cooperation of the U.S. Fire Administration. This 4,000-square-foot experience is the largest public fire education experience in the country.

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