CHICAGO FIRE DEPARTMENT

- Intern Project -

Strategy

Business Problem

Umbrella campaign with 3 goals:

• Education: Learn & Live

• Community

• Branding

Key Research Points

Street Interviews • “Hunky Firemen in a calendar”• “No one knew their escape routes”

• Only: “Stop, drop and roll”

• “We’re there when you need us”• Fireman are HUGE on education (everyone!!)

–It’s a 2-way street – they need YOUR help

• People need to REALLY go out of their way to get the information –Only people who WANT it, look for it.–Not people who NEED it.

Firefighter Interviews

Key Research Points

Chicago + Art

• set aside 1.33 percent of the overall budget used to construct or remodel government buildings specifically for public art.

-Millions have been spent; the art collection has more than 700 pieces.”• Chicago is the number two destination worldwide for art lovers• Mayor Daley’s initiatives

Insights & Implications

BIG INSIGHT

• There is a disconnect between what CFD represents/values and the community’s perception of them.

BIG IDEA

• Bridge the gap + start a conversation between the CFD and the community by using the language of ART.

- Firefighter image and voice- Embedded in Chicago culture- New and exciting way to present tools

Creative Concept

LEARN &

LIVE

Learn and Live Campaign

Goal

To present the public with fire safety information

in a more effective/engaging way, ie.

Don’t just say it, show it

Batteries and Smoke Detectors

• CFD hands out 50,000 9 volt batteries and 40,000 smoke detectors a year

• Last year, every fire related death in Chicago happened

at a residence with missing or defective smoke detectors

Fire Battery Wall

• Interactive installation

• Target: young professionals

• Media placement: high traffic areas

• Partnerships: Energizer, Duracell, Powercell

• Commissioned artists: mosaic

• Time lapse photography

Smoke Detector Advertisements

• Interactive advertisements

• Target: lower income areas = more susceptible to fire deaths/lacking smoke detectors

• Media placement: green line and S/SW bound busses/bus shelters

Smoke Detector Installation(s)

• Target: wider demographic

• Goal: To distribute detectors and create greater awareness during fire history month (October)

• Media placement: The History Center

• Mosaic of the Great Chicago Fire - take away piece to reveal modern skyline

Carbon Monoxide

• #1 cause of death due to accidental poisoning

• Over 10,000 people affected each year

• Legislation passed last January

• Seriously ignored/overlooked issue = more serious tone

The Canary Project

• Interactive installation

• High traffic areas

• CO information/dispenser/coupons

• Co-sponsorship (Kidde)

• Fall time

The Canary Project Reminder Campaign

• Poster campaign

• Winter months

• Mass transit

Escape Routes

• Demonstration of problem

• “No time to learn in case of emergency”

• Offers solution (visit website)

Escape Routes In the Home

• Old E.D.I.T.H

• Simplify by using visual cues

• Make it a game - as opposed to a chore

• Make it interactive - create own characters

• Spontaneous (like a fire)

Escape Routes At the Office

• Old C.A.L.M

• Simplify by using visual cues

• False obstacles: thought provoking

without using scare tactics

• Spontaneous (like a fire)

• Create a conversation in the office/ media buzz

Goal

Community

To put the ‘house’ back in firehouse

Battery Exchange

• Connects directly to battery wall

• Program that encourages Chicagoans to replace smoke detector

batteries and drop off dead batteries at local fire station for recycling

• Posters

• Dispensers at firehouse

• Daleys Green Initiative

• Charity/ community/ art/ recycling

Welcome to the NeighborhoodPackage

• Distributed to landlords/realtors

• 2008 “CFD heroes” fire safety calender (homage to everyday Chicagoans who practice fire safety)

• Daily/seasonal reminders to practice fire safety

• Letter from Chief Ray/Mayor Daley?

Learn and Live Events

• Demonstrations/ games

• CPR has changed - no more mouth to mouth - just chest compressions

• 1.5 million people go into cardiac arrest a year ; 1/3 die before reaching hospital

• CPR endurance game with prizes

Learn and Live CampaignGoal

Bridging the gap between CFD and the public and

finding a unique voice

Branding

CFD Firefighter Tattoo Book

• Demonstrates the loyalty/pride of CFD firefighters

• Company ink

• Symbols

• Heritage

• Memorials

• First fires

• Recruitment/Charity

QuestionsLEARN &

LIVE

Contact Information

• Lindsay Frasco312-856-8225Lindsay.Frasco@ogilvy.com

• Diana Brost312-856-8469Diana.Brost@ogilvy.com

• Kirstin Klieman312-856-8226Kirsten.Klieman@ogilvy.com

• Paris Ivanissevich312-856-8239Paris.Ivanissevich@ogilvy.com

• Jonathan Pearce312-856-8208Jonathan.Pearce@ogilvy.com

• Catherine Merrin 312-856-8441Catherine.Merrin@ogilvy.com