Every year, Surrey Fire & Rescue Service provides free Safe & Well Visits to help reduce the risk of fire for people who may be more vulnerable in their homes. The challenge wasn’t simply raising awareness of the service – it was reaching the people most likely to arrange a visit on someone else’s behalf.
Liquona partnered with Surrey Fire & Rescue Service to create a targeted social video campaign encouraging friends, family members, carers, neighbours and professionals to become “their person” by recognising potential fire risks and referring someone they care about for a free Safe & Well Visit.
The campaign needed to connect with a wide range of audiences while delivering a clear, consistent message. Rather than producing a single film, we developed five audience-focused stories, each reflecting a different situation where someone could benefit from a Safe & Well Visit.
The films represented a range of vulnerable groups, including older adults, people living with health conditions, those living alone and members of the Deaf community. Each story focused on relatable, everyday situations that encouraged viewers to recognise when someone they know might need extra support.
Authenticity was at the heart of the creative approach. Alongside professional actors, members of Surrey Fire & Rescue Service appeared in the films themselves, helping create genuine interactions and reinforcing the trust at the centre of the service.
Creating five distinct films in just two days required careful planning and an efficient production schedule.
Working closely with Surrey Fire & Rescue Service, we designed each film to maximise locations, cast and crew while ensuring every story felt unique and relevant to its intended audience.
The films were created specifically for paid social media, with concise storytelling, platform-specific edits and clear calls to action directing viewers to the Safe & Well Visit website. Supporting imagery and campaign assets were also produced to give the client a flexible library of content for use across both paid and organic channels.
The campaign launched across Meta and YouTube, supported by an organic social media programme on Facebook, Instagram and LinkedIn.
Paid media targeted people most likely to arrange a Safe & Well Visit for someone else, including family members, carers, neighbours and healthcare professionals. Lookalike audiences helped extend the campaign’s reach, while location-based targeting allowed Surrey Fire & Rescue Service to respond to local events and increase relevance in communities where fire risk had recently been highlighted.
Every advert directed viewers to the Safe & Well Visit landing page, making it simple to learn more about the service and request a free home safety visit.
The campaign successfully combined targeted storytelling with an efficient digital advertising strategy to deliver both awareness and action.
Across Meta and YouTube, the campaign reached more than 360,000 people, generating over 850,000 impressions, more than 500,000 video plays, and 13,335 visits to the Safe & Well Visit landing page.
Meta proved particularly effective at driving engagement, delivering over 13,000 website visits at an average cost per click of just £0.15, while YouTube helped extend awareness through more than 127,000 completed video views.
Surrey Fire & Rescue Service’s post-campaign evaluation identified video as the strongest-performing creative format, outperforming static imagery across reach, engagement and website traffic. The report also highlighted the effectiveness of highly targeted audience segmentation and lookalike audiences in helping the campaign scale while remaining relevant to the people most likely to take action.
Beyond the initial campaign, the films continue to provide long-term value. The video library has become a reusable communications asset, supporting future Safe & Well campaigns, seasonal messaging and reactive public safety communications across Surrey.
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