The Communities Department’s Fire Kills campaign is running in NS Featurelink again after the fire services said local press activity last year had led to a significant reduction in house fires.

Ads will run in nearly 100 local press titles across the UK when the campaign kicks off next month, accompanied by locally tailored editorial available on the Featurelink website.

Fire Kills has used the NS Featurelink service for a number of years and it is a “well established” and important part of the media mix, according to the Fire Kills annual report for 2013.

South Yorkshire Fire and Rescue Service was quoted as saying: “This year, we used Featurelink to support our campaign around electrical safety, which helped to reduce electrical fires by 12 per cent in January and February 2013.”

Fire Kills was one of several Government campaigns to feature in Campaign magazine’s top 10 regional press ads of the year for 2013.

The magazine said: “Local media has been shown in research to be the most effective medium for getting people to test smoke alarms regularly, and this arresting image of a fire-damaged clock perfectly encapsulates the message.

“The fact that accidental fires in the home decreased 12 per cent last year – and that 86 per cent of homes now have fire alarms – is proof of the campaign’s success.”