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CALIFORNIA FIRE FOUNDATION

Statewide Bilingual Fire Safety Campaign: Breaking Cultural Barriers

BP3 worked with the California Fire Foundation and the California Professional Firefighters on a statewide bilingual fire safety campaign, specifically targeted at Spanish-speakers in California.

Objective:
Build trust between the Spanish-speaking community and California firefighters.

Method:
In this instance, the team at BP3 devised a fire safety concept and built a statewide campaign to make this message resonate with the Latino communities throughout California. The campaign included a bilingual PSA distributed to Spanish-speaking television and radio stations in California, as well as media relations and community outreach focused on general market and ethnic media for the Sacramento area, and Spanish-speaking media outlets statewide.

The firm settled on the concept of the “Fire Escape Plan”, and began production of a Public Service Announcement for both television and radio. “Fire Escape Plan” is an important issue, and one that is of interest, particularly during the state’s fire season. Once the concept was presented and approved by our clients, we set out to create television and radio scripts, as well as casting for the PSA shot. We also began media-training with Spanish-speaking firefighters from key cities in California, to serve as the spokespersons for the campaign.

 

 

Results:
In a short period of time, we were successful in distributing the PSA to stations across the state, as well as aggressively implementing our media outreach campaign to showcase the “Fire Escape Plan” on local newscasts. BP3 secured interviews for our clients on major Spanish-language television and radio stations, as well as General Market stations in the Sacramento area.

Media Success for the “Fire Escape Plan”:

  • Univisión affiliate– two segments during their morning newscast and a feature hard news story for their 6pm newscast
  • News10 (ABC affiliate)–two segments during their morning newscast, and a feature hard news story on their noon news
  • Good Day Sacramento (CW affiliate)—two segments during their morning newscast
  • Fox40—morning newscast on-set Q & A on the bilingual Fire Escape Plan campaign

We have also secured coverage from various Latino television and radio stations throughout the state, including:

  • Univisión Los Angeles (KMEX)
  • Telemundo Los Angeles (KVEA)
  • Univisión San Francisco (KDTV)
  • Univisión San Diego (KBNT)
  • Azteca America San Diego (part of 10News)
  • Univision Bakersfield (KABE)
  • Radio Campesina (statewide radio network)

BP3 has secured rotation for the “Fire Escape Plan” PSA in numerous Spanish-speaking stations in California for at least an eight (8) week period. These stations include Univisión, Telemundo, and Azteca America affiliates.

Based upon the success of this effort, other media and ethnic partnerships for the California Fire Foundation on the “Fire Escape Plan” and other potential fire safety issues have been undertaken.