Cause For Alarm

The Challenge Thousands of families in the U.S. are affected by home fires each year, and the communities most impacted often lack access to life-saving resources. Let’s confront these inequities and inspire awareness, education, and action that can help save lives.

Our Insights Launched in 2022, Cause For Alarm initially focused on the Black community and the alarming statistic that African Americans face nearly two-times the risk of house fire deaths. Partnering with a popular celebrity voice and a local artist to commission a mural in the Bronx, NY, Cause For Alarm established its foundation as a fire safety education initiative that serves local communities, provides essential resources and sparks conversation. As the campaign evolved, the focus expanded to children’s safety, highlighting the devastating reality that at least one child dies in a house fire every day.

What We Did To turn awareness into action, Cause For Alarm created “The Living Jingle,” a catchy, shareable reminder for families to practice their fire escape plans. The tune quickly became a cultural cue, amplified through media partnerships, celebrity voices and influencer support to reach parents nationwide. The PSA-style video for the “Living Jingle” featured the voices of real children who survived home fires, adding a powerful, emotional layer that gave the campaign a human heartbeat. Kidde strengthened its commitment with a full suite of family-friendly tools, including interactive worksheets and a children’s book, making fire safety education engaging, accessible, and lasting. Now in its fourth year, the program is dedicated to launching Kidde’s innovative Prepare. Plan. Practice. augmented-reality tool, a first-of-its-kind digital fire drill simulator which provides users with an immersive fire simulation experience and opportunity to practice a guided fire escape plan

Over the years, our team has partnered with iHeartMedia, The Home Depot, National PTA, the FDNY Foundation, Bronx Community Foundation, Habitat for Humanity, and more to ensure the Cause For Alarm message was amplified and reached vulnerable communities across the U.S.