Fire Kills Case Study

Campaign: UK Government, Home Office, Fire Kills 

Timeline: Q1 2025

Challenge: Convert fire safety awareness into sustained behavioral change

In Q1 2025, Say It Now partnered with MGOMD and the UK Government on their Fire Kills campaign to encourage smoke alarm testing through voice-enabled advertising across Amazon and DAX inventory. 

The campaign achieved a 50.6% goal conversion rate (against a 15-20% benchmark) with 82% of completions being monthly reminder sets rather than link requests.  This is an ongoing outcome that is managed by Alexa beyond the flight of the campaign and an example of ‘Agentic Advertising’ where the Assistant being engaged with can deliver more and more of the desired outcome of the campaign.

Key result: Households now have automated monthly smoke alarm testing reminders for the next 12 months, representing measurable behaviour change that extends far beyond campaign duration.

The challenge

Fire safety campaigns traditionally excel at awareness but struggle with behaviour adoption. The UK Government’s Fire Kills initiative faced this exact problem: high message recall but low action rates for critical safety behaviours like monthly smoke alarm testing.

Campaign objectives

The Fire Kills campaign had three core goals:

• Raise awareness of fire prevention and home safety messaging from the UK Government
• Educate users about the life saving role of smoke alarms and the need for regular monthly testing
• Drive action by prompting users to either set a monthly reminder via Alexa or request a link to learn more

Results

📈 9+ million impressions delivered 

 🎯 50.6% goal conversion rate (benchmark: 15-20%)

📣 4x benchmark Voice Through Rate (Impressions/Sessions)

📅 82% of total completions were monthly reminder sets (vs link requests)

Behavioral Insights

Once users activated the voice experience, more than half took action, 82% set a monthly reminder, 18% asked for a link for more information, showing that users preferred behaviour driven prompts in the voice experience.

Timing patterns

• Morning delivery (7am-12pm) performed especially well
• Afternoon (1pm-6pm) delivered the highest engagement 
• Late night delivery (post-9pm) saw minimal interaction

Weekly patterns

• Sunday saw the highest session volume
• Monday also performed strongly with good alignment between impressions and sessions

Key Learnings

Voice as a habit builder: By embedding behaviour focused CTAs within audio environments people already trust, the campaign was able to drive real life safety actions, not just awareness.

Contextual delivery is critical: Aligning delivery to morning routines and early week listening helped tap into moments of high intent 

Conclusion

This campaign proved that voice-enabled, actionable audio advertising achieves something standard audio campaigns simply cannot: driving immediate, meaningful action in people’s homes around life saving behaviours.

With engaged UK households now actively testing their smoke alarms monthly thanks to automated reminders on Alexa, we’ve demonstrated that agentic advertising activated using voice technology can bridge the critical gap between fire safety awareness and actual behaviour change. This isn’t just about engagement metrics, it’s about real homes being safer and lives potentially being saved.

Fire safety isn’t always top of mind, but voice-enabled advertising proved that with the right message, delivered through the right technology, at the right moment, we can turn passive listeners into active participants in their own safety. 

That’s a breakthrough standard audio advertising could never deliver.