Engen’s Fire Blanket Calendar, winner of a Grand Prix award for Outdoor & Collateral Media: Alternative Media & Field Marketing at the Loerie Awards, is a practical response to the fires breaking out in shanty towns in South Africa. Engen, a petroleum products and convenience company and the distributor of paraffin oil used in lamps, is aware of the devastating fires that sweep through informal settlements in South Africa. It is estimated that ten shack fires break out every day in South Africa, causing over 200 people to lose their lives each year. Every year Engen has distributed paraffin safety calendars, educating the public about the safe use, storage and handling of paraffin. This year the calendar became a firefighting tool, unfolding into a flame retardant fire blanket four times its original size ready to suffocate a fire as it starts. By distributing calendars throughout the shanty town, Engen was not only able to save just one shack. Containing the flames at the source could prevent the loss of hundreds of surrounding homes, saving lives and precious possessions.
Engen is now painting blue murals on 26 spaza shop walls across the country, providing safety tips and icons to reinforce the safety message, connecting with the messages on the calendar. The safety message is being taken on the road with KlevaKidz, a travelling industrial theatre show visiting 300 schools in rural and peri-urban areas in the next three years. The Engen’s KlevaKidz edutainment campaign, which was launched five years ago, has in the last three years reached more than 79 000 learners in 190 schools. The campaign reaches areas where the household use of paraffin is widespread and paraffin-related accidents are common. In the next three years the campaign is set to reach 90 000 learners aged nine to 13 years old.
“Over the years of involvement we have become aware that children of this age are often the primary daytime caregivers of their younger brothers and sisters. It is with this in mind that that we target them with the message,” says Khanyisa Balfour, Group CSI Manager of Engen. “The safety of our customers and their communities comes first with Engen, so we need to ensure that they understand how to use paraffin safely, when cooking, lighting and heating.”
The Engen Fire Blanket Calendar project was developed at Draftfcb South Africa, Cape Town, by chief creative officer Brett Morris, executive creative director Mike Barnwell, creative directors Shani Ahmed and Paul Carstens, creative director/copywriter Aaron Harris, designers Sharleen Hollick and Anna Marjoribanks.