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Agency scoops Shark awards for lifesaving advertisment

Fire safety campaign brings top accolade for Ulster firm

By Andrea Clements

A County Down advertising agency has been rewarded for its work with the Northern Ireland Fire and Rescue Service (NIFRS) which has been credited with a 60% increase in demand for free home fire safety checks.

Holywood-based Ardmore Advertising's 'Waiting Room' campaign won the top award for the best public sector advertisement at the Shark Awards in Kinsale.

Also at the event, the firm won the best animation title for its work on a 'Stop Attacks' campaign for the NIFRS.

It's the latest in a number of accolades Ardmore has won for the campaign which featured the actual words of young people from areas where Fire and Rescue Service employees are regularly attacked.

The Shark Awards were established in 1962 at the birth of commercial television in Ireland.

Assistant Chief Fire Officer Peter Craig said the Northern Ireland Fire and Rescue Service was proud of the advertising campaigns and the effect they were having.

"We wanted something that would make people sit up and take notice, and clearly these creative awards demonstrate Ardmore's ability to do that and more.

"Saving lives remains our highest priority and what is most important is that people are acting on the message these campaigns send - public records and independent research show that people are getting this message and the creative approach has obviously played a strong part in this," he said.

Steven Roycroft, board account director for Ardmore, said: "We are delighted to be awarded such an outstanding creative accolade.

"We are extremely proud that our campaigning work on behalf of Northern Ireland Fire and Rescue Service has been recognised at the highest level by some of the world's most prolific creative talents.

"To win one Shark Award is an accomplishment in itself, but to win two for work that, more importantly, is actually saving lives and property is a real privilege."


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