Smoke alarms save lives, but only when they work. In 2013-14 a smoke alarm was present but did not operate in 19% of household fires, and nearly one fifth of deaths occurred where the smoke alarm didn’t work. Each execution in the campaign has been shot to tell an individual story, and highlight, through the use of toys, the importance of checking your batteries. The press placements allowed the reader the sufficient dwell time needed in order to take in the message and be encouraged to act upon it. The purpose of the campaign is to remind people that the simple act of ensuring your smoke alarm contains Duracell, the longest lasting batteries possible, can save the lives of those you love.