A nationwide takeover urging New Zealanders to make an escape plan in three minutes.

A house fire takes just three minutes to become unsurvivable. That’s the same amount of time it takes to make a 3-Step-Escape Plan. It’s also the length of a traditional ad break.

In a partnership with Fire & Emergency NZ, we hijacked prime advertising spaces across Aotearoa with a simulated house burn, counting down the seconds you have to make a plan. In a house fire, every second counts, so we gave this time back to viewers to ensure their plans are fireproof in the event of a disaster.