Fire and Emergency New Zealand: Bella's Teddy

A lost item shouldn’t mean a lost life. When confronted with a graphic description of something precious being mangled in a house fire, naturally you assume the worst. In a recent campaign, Fire and Emergency New Zealand wanted to show people that although a working smoke alarm may not save your belongings, it could save your life.

By narrating the true story of how Bella’s teddy bear perished in a house fire, this polarising radio spot was made to shock the audience into action. She left the house fire without her teddy, but with her life.