Ppfor Cfd!
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Transcript of Ppfor Cfd!
![Page 1: Ppfor Cfd!](https://reader033.fdocuments.in/reader033/viewer/2022052215/55993cea1a28abc7038b474e/html5/thumbnails/1.jpg)
CHICAGO FIRE DEPARTMENT
- Intern Project -
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Strategy
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Business Problem
Umbrella campaign with 3 goals:
• Education: Learn & Live
• Community
• Branding
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Key Research Points
Street Interviews • “Hunky Firemen in a calendar”• “No one knew their escape routes”
• Only: “Stop, drop and roll”
• “We’re there when you need us”• Fireman are HUGE on education (everyone!!)
–It’s a 2-way street – they need YOUR help
• People need to REALLY go out of their way to get the information –Only people who WANT it, look for it.–Not people who NEED it.
Firefighter Interviews
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Key Research Points
Chicago + Art
• set aside 1.33 percent of the overall budget used to construct or remodel government buildings specifically for public art.
-Millions have been spent; the art collection has more than 700 pieces.”• Chicago is the number two destination worldwide for art lovers• Mayor Daley’s initiatives
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Insights & Implications
BIG INSIGHT
• There is a disconnect between what CFD represents/values and the community’s perception of them.
BIG IDEA
• Bridge the gap + start a conversation between the CFD and the community by using the language of ART.
- Firefighter image and voice- Embedded in Chicago culture- New and exciting way to present tools
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Creative Concept
LEARN &
LIVE
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Learn and Live Campaign
Goal
To present the public with fire safety information
in a more effective/engaging way, ie.
Don’t just say it, show it
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Batteries and Smoke Detectors
• CFD hands out 50,000 9 volt batteries and 40,000 smoke detectors a year
• Last year, every fire related death in Chicago happened
at a residence with missing or defective smoke detectors
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Fire Battery Wall
• Interactive installation
• Target: young professionals
• Media placement: high traffic areas
• Partnerships: Energizer, Duracell, Powercell
• Commissioned artists: mosaic
• Time lapse photography
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Smoke Detector Advertisements
• Interactive advertisements
• Target: lower income areas = more susceptible to fire deaths/lacking smoke detectors
• Media placement: green line and S/SW bound busses/bus shelters
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Smoke Detector Installation(s)
• Target: wider demographic
• Goal: To distribute detectors and create greater awareness during fire history month (October)
• Media placement: The History Center
• Mosaic of the Great Chicago Fire - take away piece to reveal modern skyline
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Carbon Monoxide
• #1 cause of death due to accidental poisoning
• Over 10,000 people affected each year
• Legislation passed last January
• Seriously ignored/overlooked issue = more serious tone
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The Canary Project
• Interactive installation
• High traffic areas
• CO information/dispenser/coupons
• Co-sponsorship (Kidde)
• Fall time
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The Canary Project Reminder Campaign
• Poster campaign
• Winter months
• Mass transit
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Escape Routes
• Demonstration of problem
• “No time to learn in case of emergency”
• Offers solution (visit website)
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Escape Routes In the Home
• Old E.D.I.T.H
• Simplify by using visual cues
• Make it a game - as opposed to a chore
• Make it interactive - create own characters
• Spontaneous (like a fire)
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Escape Routes At the Office
• Old C.A.L.M
• Simplify by using visual cues
• False obstacles: thought provoking
without using scare tactics
• Spontaneous (like a fire)
• Create a conversation in the office/ media buzz
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Goal
Community
To put the ‘house’ back in firehouse
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Battery Exchange
• Connects directly to battery wall
• Program that encourages Chicagoans to replace smoke detector
batteries and drop off dead batteries at local fire station for recycling
• Posters
• Dispensers at firehouse
• Daleys Green Initiative
• Charity/ community/ art/ recycling
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Welcome to the NeighborhoodPackage
• Distributed to landlords/realtors
• 2008 “CFD heroes” fire safety calender (homage to everyday Chicagoans who practice fire safety)
• Daily/seasonal reminders to practice fire safety
• Letter from Chief Ray/Mayor Daley?
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Learn and Live Events
• Demonstrations/ games
• CPR has changed - no more mouth to mouth - just chest compressions
• 1.5 million people go into cardiac arrest a year ; 1/3 die before reaching hospital
• CPR endurance game with prizes
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Learn and Live CampaignGoal
Bridging the gap between CFD and the public and
finding a unique voice
Branding
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CFD Firefighter Tattoo Book
• Demonstrates the loyalty/pride of CFD firefighters
• Company ink
• Symbols
• Heritage
• Memorials
• First fires
• Recruitment/Charity
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QuestionsLEARN &
LIVE
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Contact Information
• Lindsay [email protected]
• Diana [email protected]
• Kirstin [email protected]
• Paris [email protected]
• Jonathan [email protected]
• Catherine Merrin [email protected]