Home Fire Sprinkler General Prevention & Awareness Campaign Fiscal Year 2011 Summary Report August 22, 2012 – October 21, 2013 HOMEBUILDER / WATER INDUSTRY/ TABLE OF INTRODUCTION FIRE SERVICE CONSUMER REAL ESTATE AGENT PUBLIC WORKS PUBLIC HFSC WEBSITE CONTENTS OUTREACH OUTREACH OUTREACH OUTREACH RELATIONS Mission Statement The Home Fire Sprinkler Coalition is highly The mission of the nonprofit Home Fire HFSC BOARD committed to protecting the ultimate value of Sprinkler Coalition is to save lives by increasing human life, striving for a nation in which not a awareness of the benefits and availability American Fire Sprinkler Association single man, woman or child dies needlessly in a of home fire sprinkler systems, ultimately Canadian Automatic tragic fire. increasing the number of installations in new Sprinkler Association one- and two-family dwellings. FM Global International Association of Fire Chiefs Home Fire Sprinkler National Association General Prevention & of State Fire Marshals Awareness Campaign National Fire Protection Association Fiscal Year 2011 Fire Prevention and Safety National Fire Sprinkler Association Grant Summary Report Phoenix Society for Burn Survivors August 22, 2012 – October 21, 2013 State Farm Insurance UL U.S. Fire Administration 2 FISCAL YEAR 2011 HOME FIRE SPRINKLER COALITION GENERAL PREVENTION & AWARENESS CAMPAIGN HOMEBUILDER / WATER INDUSTRY/ TABLE OF INTRODUCTION FIRE SERVICE CONSUMER REAL ESTATE AGENT PUBLIC WORKS PUBLIC HFSC WEBSITE CONTENTS OUTREACH OUTREACH OUTREACH OUTREACH RELATIONS INTRODUCTION ....................................................................................................................... 4 FIRE SERVICE OUTREACH BUILT FOR LIFE® Fire Department (BFLFD) Vocational School Stipend Program .......................... 8 BFLFD Side-by-Side Demonstration Stipend Program .............................................................. 14 Trade Shows ......................................................................................................................... 21 Advertising ............................................................................................................................ 22 Education Material Reprints ................................................................................................... 24 CONSUMER OUTREACH “Home Fire Sprinklers: Ask for Them” Guide ......................................................................... 26 Advertising ............................................................................................................................ 28 HOMEBUILDER / REAL ESTATE AGENT OUTREACH Virtual Sprinklered House ...................................................................................................... 29 Homebuilders / Public Works Officials Online Course ............................................................. 31 Industry Trade Shows ............................................................................................................ 32 Advertising ............................................................................................................................ 34 WATER INDUSTRY / PUBLIC WORKS OUTREACH Trade Shows ......................................................................................................................... 37 Banner Stand ........................................................................................................................ 38 Advertising ............................................................................................................................ 39 PUBLIC RELATIONS Public Relations Reach ........................................................................................................... 40 HFSC WEBSITE Website Updates ................................................................................................................... 42 Web Comments .................................................................................................................... 43 3 FISCAL YEAR 2011 HOME FIRE SPRINKLER COALITION GENERAL PREVENTION & AWARENESS CAMPAIGN HOMEBUILDER / WATER INDUSTRY/ TABLE OF INTRODUCTION FIRE SERVICE CONSUMER REAL ESTATE AGENT PUBLIC WORKS PUBLIC HFSC WEBSITE CONTENTS OUTREACH OUTREACH OUTREACH OUTREACH RELATIONS During the performance period for the Home Supporting Fire Service Grassroots BFLFDs with demonstrated ability to build and Fire Sprinkler Coalition’s (HFSC) Fiscal Year Education present a side-by-side education program for 2011 Fire Prevention & Safety (FP&S) Grant This grant award was executed in concert with the public at least once; however, departments award, our activities were centered around our HFSC’s BUILT FOR LIFE Fire Department (BFLFD) are urged to rehab the units for additional new national campaign, “Home Fire Sprinklers: program. The BFLFD program was established use. We provided our free Fire & Sprinkler Ask for Them.” This campaign supplements with previous FP&S Grant funding and it Burn Demonstration Kit and public relations HFSC’s long-standing work to increase fire remains a powerful component of HFSC’s materials to help them frame the education departments’ home fire sprinkler advocacy outreach and an effective grassroots home around the “Ask for Them” concept. Because efforts and general public awareness as fire sprinkler education method. It provides of the tremendous interest in past stipends, methods to mitigate the problem of home fire incentive, encouragement and assistance to we offered an additional program, challenging injuries and deaths. fire departments as a method to increase BFLFDs to extend the educational value of side- The campaign focuses on improving and home fire sprinkler education. We promoted by-sides through a partnership with vocational/ increasing home fire sprinkler awareness and the BFLFD program to the fire service with a technical students. We awarded 15 $1,500 knowledge among key audiences, with a new testimonial advertisement that ran in five stipends to BFLFDs to work with a vocational/ special emphasis on adult consumers. We had key publications, reaching more than 250,000 technical class or school to build a side-by-side three grant goals: 1) provide turnkey tools to readers. The new advertisement features a fire demonstration, present the home fire sprinkler support local fire service grassroots home fire official from Sanford/Springvale, Maine, who education program that HFSC created, present sprinkler education; 2) overturn water industry routinely uses HFSC materials. the side-by-side demonstration to the public and homebuilder/real estate agent negativity A 2012 survey showed that 100% of BFLFDs at least once, and evaluate the effectiveness and increase awareness; and 3) generate that had conducted a side-by-side fire and of this effort. This stipend introduced an consumer interest in and knowledge of home sprinkler burn demonstration said it improved effective way for fire departments to partner fire sprinklers. their ability to teach about home fire sprinklers, in the community and uniquely reach future so part of our grant was to encourage more homebuilders and homebuyers with the facts grassroots education using this dramatic about home fire sprinklers through this student and memorable educational activity. HFSC interaction. For students, it represented a promoted the value of side-by-sides and our great opportunity to meet members of the fire free guide for building, marketing, presenting service and supplement their education both and evaluating them. And in order to motivate with the HFSC course and with the side-by-side more departments to teach about home fire construction and demonstration. Each student sprinklers, and to help those with restricted received a certificate of completion from HFSC. resources, we offered stipends to qualifying The BFLFD stipend programs were promoted BFLFDs. We awarded 25 $1,000 stipends for nationally through advertisements placed continues 4 FISCAL YEAR 2011 HOME FIRE SPRINKLER COALITION GENERAL PREVENTION & AWARENESS CAMPAIGN HOMEBUILDER / WATER INDUSTRY/ TABLE OF INTRODUCTION FIRE SERVICE CONSUMER REAL ESTATE AGENT PUBLIC WORKS PUBLIC HFSC WEBSITE CONTENTS OUTREACH OUTREACH OUTREACH OUTREACH RELATIONS in key fire service publications and through Educating Others in the Community Reducing Negativity in the Broader their e-blast distributions via opt-in email To ensure that water industry, public works Homebuilding Industry (circulation of more than 174,000), and and municipal officials can be on board with Since our earliest days, HFSC has worked through participation and exhibits at the their local fire department’s home fire sprinkler to address the negativity about home fire Fire Department Instructors Conference, advocacy efforts, we ran advertisements sprinklers among homebuilders. Our research Fire-Rescue International, the National Fire in publications read by these professionals shows that individually, homebuilders are Protection Association Conference & Expo, to announce the availability of HFSC’s free open to, and often advocate for, home fire and the National Association of State Fire “Understanding Water Supply for Home Fire sprinklers, yet national builder and real estate Marshals Conference. HFSC staff were able Sprinkler Systems” Guide. This information organizations have for years waged powerful to speak with fire service attendees about reached a circulation of more than 150,000. and effective anti-sprinkler code campaigns. the benefits of the BFLFD program