Fire Brigades Union: DECON

The FBU is working to reduce cancer risk in firefighting. I developed the strategy and copy for DECON, a safety campaign that helps firefighters protect themselves and others from contaminants.

Fires and other incidents expose firefighters to carcinogens. By decontaminating quickly and thoroughly, they can minimise this and avoid spreading the risk to colleagues, family members, and others. The FBU wanted to establish a new safety culture at fire stations, convincing firefighters to make simple, everyday changes that could save lives.

While working at People, I strategically developed and wrote all copy for DECON: a direct, contemporary campaign that communicates why and how to decontaminate after every incident.

To change habits, the campaign needed to stand out and stick in people’s minds. Our team developed arresting visuals to show the invisible danger, and I honed the FBU’s research-based protocols into 11 short, memorable phrases.

I wrote all DECON copy in a strong, straight-talking tone, based on firefighters seen as role models. Adapting this to context, I was able to bring humour into informal touchpoints, like the mugs we created for fire station canteens.

Our team delivered a dedicated website, with training materials including presentations, films, and leaflets. DECON posters and stickers were placed in strategic locations within fire stations, and we created practical items that firefighters use every day, like wash bags, shower gel and keyrings. These remind them to DECON at key moments, and help to spread the message.