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The government is aiming to reach the 20% of people who don't have

smoke alarms in their homes with a hard-hitting campaign through Euro

RSCG Wnek Gosper. The two 30-second TV ads depict several memorial

objects such as flowers, a park bench, and a gravestone. But each item

bears the excuse that the deceased person made for not having a smoke

alarm. The ads use the strapline 'Excuses kill. Get a smoke alarm.' The

£2m campaign breaks on Friday and runs for four weeks, backed by

local press and 6-sheet poster ads. Three 30-second radio executions

feature people reminiscing about things they didn't get around to doing

with a loved one who died in a fire. Media planning is by MPG, with TV

buying by MediaVest and other media bought by MediaCom and OMD UK.