The Cobourg Fire Department is hoping people will take “a minute” to and protect their family and home from fire.
The department, along with a production team including local actors and Town of Cobourg staff, has released a new public service announcement (PSA) in the form of a hard-hitting video that drives home the importance of having adequate fire prevention measures.
The PSA, which presents as a professionally filmed commercial, was “entirely created locally (as) an initiative of Cobourg Fire,” Jenny Neutel, communications manager for the Town of Cobourg, told kawarthaNOW.
Called “In A Minute,” the video was officially released last Wednesday (October 8) during Fire Prevention Week in Ontario.
According to a media release, the PSA was created in response to “alarming statistics” and a call to action from the Ontario Fire Marshal.
Every year, more than 100 people in Ontario lose their lives to fire. Many of these tragedies occur in homes without working smoke alarms or without a practised home escape plan.
VIDEO: “In A Minute” fire prevention PSA
Earlier this year, the Ontario Fire Marshal urged all communities to take stronger steps to ensure that families have working smoke alarms on every level of their homes and a well-rehearsed escape plan.
“Clearly, what we have been doing isn’t working,” said Cobourg Fire Department Chief Ellard Beaven in a statement. “With everyone living busy lives, it’s easy to forget about fire safety and put off important tasks like testing smoke alarms, replacing batteries, or practising an escape plan with your family.”
“That’s why we created In A Minute — to break through the noise and remind people that fire moves fast. You may only have one minute to escape. Without working smoke alarms, you may not even be alerted to the danger.”
The PSA brings to light the speed at which fire can grow and reinforces a “life-saving message” that every second counts. It incorporates critical fire safety messages, such as the need for early warning through working smoke alarms, the importance of creating and practising a home escape plan, and the dangers of charging devices in beds and on other soft furnishings.
The Cobourg Fire Department said it hopes the PSA will not only spark awareness but ignite immediate action by testing smoke alarms, replacing expired units, and talking with loved ones about how to get outdoors safely.
The PSA is viewable on YouTube at youtu.be/it0pandvzFA, on Town of Cobourg social media channels, and will be accessible during community events.
“The Cobourg Fire Department has taken off the gloves, so to speak,” a media release states. “With fire deaths continuing to rise, the department wanted to stop sugar-coating messages and instead show the devastating speed of fire and how, without the warning of a smoke alarm, you have very little time to escape.”
The PSA was filmed so it can be used in other communities. The Cobourg Fire Department hopes its impact will spread well beyond Cobourg.
Other fire departments looking to use and share the video can email communications@cobourg.ca or call 905-372-4301 ext. 4106 for more information.
