TV Station Spotlights Fire Safety
A television station in the Boston area has set the standard on what can be done with public service programming for fire safety.
WCVB-TV planned a creative and extensive campaign branching into all aspects of fire prevention. It seemed that anytime a viewer turned to Channel 5 last winter, fire would soon be mentioned. This was especially important because television reaches the most frequent victims of fire the poor, the young, the old better than any other medium.
In this case the initiative for the campaign came from within the station, according to Donna Latson, director of community affairs at WCVB. But it is possible for any fire department to solicit the same degree of commitment if several basic factors are considered and a well-planned request is made.
Many fire departments have approached television and radio stations with specific spot messages and secured impressive air time. What makes the WCVB approach unique is the way fire safety was blended into so many varied spots, specials and regular programming.
Where there’s smoke
The entire four-month campaign was tagged “Where there’s smoke. . .” Its central thrust was to make the viewing public better informed al>out the danger of fire in the home. In different ways, the message was to describe wide occurrence of fire, especially in winter; the high cost, financial and emotional, of fire; several specific fire prevention tips; then introduce smoke detectors and exit plans in case all fires are not prevented.
About 15 short public service announcements (PSA) were prepared to increase awareness of fire and show the benefits of prevention. Some featured well-known television personalities and some used fire department personnel. For example, a fire fighter preparing a meal discussed how to extinguish grease fires and why pot handles should not stick out from a stove where young children could tip them and be burned or scalded. Repetition of the different spot announcements made up for their brevity.
Special programming
The additional programming of specials, series and documentaries about fire subjects was particularly effective from a demographic point of view. Aqui is a Channel 5 program covering subjects of interest to the Spanish-American community. It has a very large and loyal group of viewers who are not easily reached through other methods by the fire department. When Aqui covered fire prevention, some viewers got the message for the first time.
City Streets is a similar program for the black community. One segment discussed the negative impact of laying off black fire fighters in difficult times. The door was opened for a wider fire prevention message. Arson was shown to be a threat to all citizens, who were urged to report suspicious people around vacant buildings.
On the weekly program House Calls, Dr. Timothy Johnson interviewed staff and patients at the Shriner’s Burns Institute.
An established children’s show also focused on Fire. Captain Bob is an artist with a soothing, patient manner who teaches kids to draw and learn about what they are drawing, whether it is a whale or fire engine. In one segment, Captain Bob drew a typical house plan and discussed Operation EDITH.
The news department of a television station can be expected to report the numerous large fires of a metropolitan area like Boston. WCVB went beyond that. Even after the flames were extinguished and the desired visual factors were diminished as far as TV is concerned, reporters probed deeper to show the realities of fire victims coping with their loss. One week the late news had heavily promoted, every-night coverage of selected fire subjects.
Smoke detectors stressed
Boston is a city with many old, wooden buildings built very close together where Fire can quickly threaten the lives of a number of residents. So another part of the station’s fire safety plan was to promote the sale of smoke detectors. In a short time, 26,000 smoke detectors were sold by one store chain as a result of WCVB efforts.
Station personnel approached the management of the Boston area Zayre stores and described the Fire problem. An agreement was reached for Zayre to sell its $10.99 detector for $5.99 after a special $5 rebate, and the station would advertise them. The rebate brought the price down below the store’s cost. Proper placement and maintenance of detectors also received air time at the station. The NFPA in Boston was consulted on the smoke detector approach. A brochure was prepared and 10,000 copies printed by NFPA, the television station and Zayre.
Finally, on April 7, the station presented a final special program featuring a fire quiz. Audience participation was extensive, and discussion of the correct answers to the questions provided yet another learning experience for the viewers;
Almost all fire department personnel know the term “public service announcement,” but fewer make use of them—in part because they are not understood.
PSA explained
Fire departments should be cautioned, however, that time for a fire prevention PSA is not something that can be demanded. There is no set amount of time speciFied by the Federal Communications Commission (FCC) as free to the public, and other aggressive public agencies can be expected to compete for whatever time is available.
In dealing with these stations, then, it should be obvious that the fire department must take on the role of salesman. Television stations are run by businessmen. Any presentation should be planned to appeal to more of their interests than just public service. Don’t expect them to automatically become excited about fire safety no matter how important it is to you.
Making a PSA request
But a fire department can improve its chances of making local TV stations more interested in Fire matters if its case is presented with facts, flair and full justification. It’s up to each department to determine how to do it. But remember, even a good idea can be killed by an unenthusiastic or arrogant request.
“I’m only human,” says Latson on how she decides what gets air time. Anyone with a request should give a lot of thought to all the things I need to know—and see—to make a decision. Timing can be important, too. A fire department request in the winter, when fires increase here in the northeast, can get better reception than at other times.”
Already one WCBV viewer credits the station with saving her life. She had been upstairs in her home, sick with the flu, when a Fire started down in the kitchen. Because of her stuffy nose, she feels she might not have smelled the Fire until the fire grew large enough to trap her. Instead, her new WCVB-inspired smoke detector alerted her.
Additional information is available from the Media Assistance Program, Office of Planning and Education, at the U.S. Fire Administration.