Kidde is a market leader in smoke alarms, but it’s not enough. 220 Canadians pass away from fires each year, often because their alarms sat quietly, expired or with dead batteries. Smoke alarms go unnoticed or garner annoyance. To change the way people think about smoke alarms and remind them to check their batteries or replace their old alarm, I created the Cheat Death campaign to glamourize this often overlooked life saver.
The campaign depicts miraculous moments where someone avoided death, comparing these wild events to owning a working smoke alarm. On social media, I used #cheateddeath to bring people into the conversation and give their own stories about how they escaped fate.
