Fire and Emergency New Zealand: You're Cooked - Emergency Bib

Unattended cooking is the leading cause of house fires in New Zealand. One in four house fires start in the kitchen, and 50% of all fatal house fires involve alcohol or drugs. These statistics are alarming, but perhaps the most shocking is that 25% of young 'disengaged' Kiwis still don't see this issue as a risk at all.

Fire and Emergency NZ needed a campaign to raise awareness of the dangers of using the stove while you're drunk or high. So we created 'You're Cooked'.

The campaign centres around a 'cooked-book' - a buffet of recipes for at-home chefs who are under the influence. None of the recipes require the stovetop or oven (the key ingredients for house fires).

To support our campaign message and drive traffic to the digital version of our 'cooked-book', we created the Emergency Bib. A full page newspaper ad that doubles as a life-saving bib. Keeping people safe from fire, and their clothes clean from schmutz.

The physical nature of print allowed us to create an interactive and shareable piece of campaign collateral. The Emergency Bib proved to be a highly effective way of getting our campaign messaging into people's homes - an important factor given the subject matter.