Scottish Fire & Rescue
Take it outside

Smoking is still the number one cause of fatal house fires in Scotland. The aim of this campaign was to raise awareness of the dangers of smoking at home and change the behavior of those who do so, encouraging them to instead ‘take it outside’.  

To cut through to the target audience without preaching and empower them to make better decisions, we subverted a more conventional approach of building up to and ending on a smoking-related fire. Instead, we opened with the blaze, working back through time to the point where the smoker still has the power to choose differently and change the outcome.