Queensland Fire and Emergency Services


A campaign idea was required to inform Queenslanders, in particular landlords, owner occupiers and tenants of the changes to smoke alarm legislation. The campaign needed to educate the audience on the benefit of interconnected photoelectric smoke alarms and the limitations of current systems while creating urgency around the 2022 deadline.


We highlighted the limitations of standard smoke alarms to educate rental property owners of the need for new legislation. We showed various tenants in everyday scenarios failing to react to danger because the smoke alarms are not interconnected – and they can’t hear the alarm from another room. The campaign demonstrates how important it is to get interconnected.