This item was published during the term of a previous administration that ended in April 2007
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Fire safety awareness campaign
10/09/2003
The Executive and the Scottish Fire Service today launched a new national advertising campaign which aims to tackle public complacency toward fire prevention.
Despite being three times more likely to die in a domestic fire in Scotland than their neighbours in England and Wales, research shows Scots aren't being switched on to fire safety messages.
To drive home the message that it could happen to you, three new 20 second TV commercials branded Don't Give Fire A Home will be broadcast over the next four weeks and again during the festive period.
Deputy Justice Minister Hugh Henry said:
"Complacency kills and that is the sad fact in terms of domestic fire in Scotland. The purpose of the campaign being launched today is to increase public awareness of fire safety issues in an effort to drive down fire fatalities.
"Scotland has an appalling record of fire fatalities. Just because your house is fitted with a smoke alarm doesn't mean you can forget about fire. You may think that a smoke alarm will save your family but every year the fire service attend fatal house fires where smoke alarms were fitted but perhaps where the battery was flat or removed.
"Many of us don't relate to the familiar chip pan fire image because we don't think that scenario will ever happen to us and we put fire from our minds. But the chilling reality is that you are more likely to suffer a house fire in Scotland than be burgled.
"The subject matter of the three 20 second TV commercials that are being launched today sets out to challenge our complacency. They feature very ordinary situations in Scottish homes where the message is that "fire prevention is in your hands".
"The commercials depict fire being caused by seemingly harmless items - a mobile phone charger, a candle or a pair of hair tongs. Simple household appliances that, if not used properly, could reek dire consequences if we don't heed the message - Don't Give Fire A Home."
One hundred and three people died in fires in Scotland in 2001. In the same year there were 59,400 fires. Between 1992 and 2001 the total number of Scottish fires increased by 14 per cent.