Sometimes, to get across a difficult message, it’s necessary to do something out of the ordinary.

When the research showed most people thought that in a house fire, people die from their burns, David realised there was an opportunity to talk to his audience afresh about the risks of fire, the need to check smoke alarms and to plan escape routes.

Because it’s not the fire that will kill you, it’s the smoke. Toxic smoke, that will fill your lungs whilst you sleep, and suffocate you.

Just like drowning.

So a creative thought began, that if the audience can visualise that idea, they can understand it, and act on it. Filmed underwater with the latest technology at Pinewood Studios, this groundbreaking campaign set the bar for fire safety campaigning for many years, and was recognised with numerous awards including the prestigious D&AD Yellow Pencil.