The brand is driving awareness of the importance of fire safety for children ahead of Halloween and Bonfire Night.
Kicking off in early October, the campaign connects with millennial parents by offering information and expertise by communicating the values at the heart of the show, and reminding families to stay safe during the fun festivities that are enjoyed annually.
The extensive programme will include a national radio campaign with Heart FM that will run across the UK in late October, featuring on air advertising from Fireman Sam himself, as well as recruiting the well-known presenters to drive the safety messaging during live broadcasts. On-air activity will also be supported with interactive online content and dedicated social media posts to tie in with the radio activity.
A national survey and accompanying infographic will also be published to encourage parents and adults to check if they are able to spot all of the common fire safety dangers in everyday situations, while targeted competitions will drive awareness of the Fireman Sam franchise. A strategic blogger programme focusing on key licensed products will create conversation within influential communities, as well as driving to retail.
The Fireman Sam YouTube page will also bring the top safety tips to life with a series of short videos. A social media campaign is encouraging families to take extra care, with the Facebook page sharing safety tips, images and videos throughout October early November.
Helen Genia, consumer products category manager at Mattel UK, commented: “We’re really excited about the launch of the Fireman Sam’s Special Safety Month campaign, helping to ensure fire safety is at the forefront of parents’ minds ahead of these key events. The campaign will drive awareness of the Fireman Sam franchise and key product ranges including toy, home furnishings, role-play and publishing, and will be putting the show’s core values at the centre of the conversation.”