BOND fans and a host of celebrities including Daniel Craig’s father and the cast of Coronation Street and Hollyoaks will see Cheshire Fire & Rescue Service’s powerful student viral ad when they attend Chester’s premiere screening of Quantum of Solace tomorrow night (Thursday, October 30).
The specially commissioned online ‘viral marketing’ presentation, which aims to make students more aware about the dangers of too much alcohol and fire, will be played on plasma screens outside Cineworld in Chester.
The viral ad was launched as part of the service’s student safety campaign in September which involved working with local universities and colleges to promote the message ‘Before You Pull Tonight Make Sure You Have Protection’.
The campaign was launched in Chester and on Capitol Hill in Washington in the US on the same day as thousands of students prepared to live away from home for the first time.
In addition to the viral ad, a reconstruction of a student being rescued from a fire was also filmed with young people from Chester University; firefighters visited 14 colleges and universities throughout Cheshire, Halton & Warrington; provocative banners were displayed outside fire stations and promotional materials were distributed to students, pubs, clubs and restaurants.
Steve McGuirk, Chief Fire Officer at Cheshire Fire & Rescue Service, said: “I am delighted that we have been given this unique opportunity to show our viral ad to young people at the premier of the new Bond movie as it is important that we continually highlight the dangers of too much alcohol and fire.
“The campaign has been extremely successful in raising awareness and I hope that the audience at tomorrow’s screening will spare a few minutes to watch the ad as it could save their life.”
Students can register online for a free home safety assessment which includes the fitting of free smoke alarms if needed at www.cheshirefire.gov.uk or by calling 0800 389 0053.
More safety information is available on the service’s website www.cheshirefire.gov.uk