Cornwall Fire & Rescue Service Newsdesk

at 08/09/2005 00:01

A survey commissioned by the Fire Kills campaign reveals the possession people would least like to lose in a house fire is their photo collection .

On 8 September an advert will launch on TV, radio and online with the theme: ‘A fire doesn’t have to kill you to take your life.’

The thought-provoking advertising highlights the possible devastating emotional and financial effects of a house fire. It is designed to urge people to take action to prevent a house fire and subsequent loss of their family, loved ones or possessions.

Adults across England were asked: apart from your family/loved ones or pets, which item would you least like to lose if there was a fire at your house? The top three were photo collection (41%), family heirlooms (15%) and jewellery (7%).
Every year over 50,000 accidental house fires are attended by Fire and Rescue Services across the UK. These fires account for more than 350 unnecessary fatalities and at least 11,000 avoidable injuries annually .

In contrast, research reports that 91% of people do not consider it likely that there will be a fire in their own home.

The campaign’s aim is to reduce the number of deaths and injuries from accidental house fires by alerting the public that a fire could happen to them.

To support the campaign ODPM will produce a re-usable ‘Fire Prevention Handbook’, which will provide sensible, clear and comprehensive fire safety advice to the householder.

The pack focuses on the three main areas of domestic fire safety: prevention, detection and escape. A section follows this on how to keep children safe from fire, and a comprehensive guide on where to seek further advice.

Sir Graham Meldrum, HM Chief Inspector of Fire Services, believes even simple steps can save lives:

“It is a regrettable fact that most fires are preventable. Householders can take simple steps to stop fires happening in the first place. The handbook is designed to be user-friendly and guide people through a series of checks to prevent them suffering the life-changing effects of a fire.”
People can request copies by calling the order line on: 08456 087 087 or it can be viewed/downloaded by visiting www.firekills.gov.uk (the order line will not be available until 8 September).

Tim Smit, CEO and Co-Founder Eden Project Cornwall UK comments on a similar survey at Eden:

“At Eden we ask visitors what they would miss if their house burnt down? (Assuming living things got out!) For me the answer is simple – I’m not big on possessions, but the loss of the old upright piano I’ve had since I was young and the family photographs would be all. However, I would feel as if a small part of me had died were I to lose them.

“On reflection most visitors felt the same. It was not valuables or furniture, it was the things largely that money can’t buy, the things that define a life fully led and people sorely missed.”

The Fire Kills campaign is supported by the Fire and Rescue Service in England and Wales and the Partners in Fire Prevention: EI Electronics, Energizer, esure, Help the Aged, Homebase, Lloyds Pharmacy and Woolworths. Further information on fire safety can be found at: www.firekills.gov.uk

Notes to editors:
An image of the front cover of the handbook and stills from the TV advert are available. Contact Gavin Watson on 020 7261 8682 or Gemma Lewis on 020 7261 8479.

Case studies are available upon request.
South West
Half (50%) of people in the South West would least like to lose their photo collection. The handbook details what to do if there is a fire including: Don’t stop to investigate the fire or to collect valuables or pets.