Grampian Fire & Rescue Service

Provoking fire-awareness and humour through a regional campaign and a little curmudgeon called Fletcher

Due to an increase in wilful fire-raising, the Grampian Fire & Rescue Service was looking for a way to reach out to youngsters while giving talks in schools. As a class we were tasked with pitching a triad of banners that could be used in a variety of situations. 
Introducing Fletcher Flamage. After researching awareness campaigns, humour seemed to be an untapped method in catching youngsters off guard, and this led to a campaign centred around a little man curmudgeon named Fletcher. 
He's a fan of plain-speaking. I was keen not to over-intellectualise the problem, and so Fletcher was designed to talk bluntly to the issue, contrasting the senseless causes and serious effects of fire misadventure. 
He thinks he's funny. Each banner is the set up of what sounds like a good joke but has none of the punchline, leaving audiences with an uncomfortable aftertaste.
He's still at large. This proved an effective method when tested and Fletcher was selected as the winning campaign to be used throughout the region.

Team Credits

Michael Ridley

  • Message
  • Graphic Designer

Project Tags

  • fireawareness
  • campaign
  • publicsector
  • character
  • modelmaking
  • photography

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Michael Ridley
Graphic Designer