The Living Jingle

Challenge Kidde’s Cause For Alarm initiative helps address gaps in education and access to fire safety measures by providing resources and life-saving devices to at-risk communities. We sought to show parents and families that fires can happen to anyone, anytime, and knowing what to do can be the difference between life and death.

INSIGHTS 40 percent of people believe they are more likely to win the lottery or get struck by lightning than experience a home fire*. Parents often think, “It won’t happen to us,” making it hard for them to prioritize fire safety. They simply can’t prepare for a reality they can’t imagine.

IDEA We created The Living Jingle, an emotional plea and call to action from child house fire survivors. It underscores the reality of these tragedies and the importance of having working smoke alarms in case a fire emergency happens to your family, making the risk feel personal. We leveraged strategic partnerships with Jordin Sparks, professional quarterback Kirk Cousins, the National Parent Teachers Association and influencers to spread awareness through earned media stories, social channels and directly in communities.