Retail activations support critical retail relationships while building brand visibility and consumer engagement. For Kidde Canada, it’s annual Fire Week activations and accompanying media strategy had even greater purpose: raise vital awareness of home-based fire safety measures and promote fire safety education in an effort to save lives. Birchall & Associates planned comprehensive events at key big box retailer locations, leaning into long-term relationships with local fire services in each community.  The family-oriented events drove foot-traffic in store, increased customer engagement, and provided a significant lift in sales.  More importantly, the media strategy carried the client’s fire safety messaging to a broad audience, further amplified by integrations on local television morning shows and live radio remotes. The events and subsequent media coverage reached a record number of Canadians at critical time, bolstering efforts to reverse the trend of increasing residential fire events across the country.