Fire And Emergency New Zealand
Unattended cooking is the leading cause of house fires in New Zealand. One in four house fires start in the kitchen, and 50% of all fatal house fires involve alcohol or drugs. These statistics are alarming, but perhaps the most shocking is that 20% of young ‘disengaged’ Kiwis still don’t see this issue as a risk at all.
Fire and Emergency New Zealand needed a campaign to raise awareness of the dangers of using the stove while you're drunk or high. So we created You’re Cooked; a cookbook featuring a buffet of recipes for the at-home chefs under the influence. None of the recipes require the stovetop or oven — the key ingredients for house fires.
44% Decrease in unattended cooking behavior within 4 months.
2,200,000+ completed video views
7.5% Drop in unattended cooking incidents
Results exceeded all objectives. In fact, the shift in the behaviour metric was more than four times the target, showing a marked change in the audience’s mindset and behaviour.