The Office of the Deputy Prime Minister (ODPM) has appointed Euro RSCG London to handle its advertising campaign for the new fire regulations due to come into force in April 2006, following a competitive pitch against unnamed agencies.
The brief is to highlight the change in fire safety law. The new regulations mean that those responsible for business premises will have to carry out a fire risk assessment of their premises and will be legally responsible for compliance.
The press and radio advertising will break early next year to flag the changes; a series of guides tailored to various types of businesses will be available.
Media planning and buying is through Carat.
ODPM shares its roster with the Department for Transport, which includes Euro RSCG London, WCRS, Rainey Kelly Campbell Roalfe/Y&R, DDB London and Leo Burnett. However, it is not clear whether all these agencies pitched.
Earlier this year, the first government-backed national fire safety education scheme was launched. Euro RSCG was then tasked to develop a campaign to boost awareness of the dangers of house fires in response to a marked increase in the number of fatalities caused by fire.