A new public service fire safety ad created by digital media agency Wonky is due to be aired on TV very soon.

The ‘Plan a Safe Escape’ focuses on the importance of a fire safety escape plan and is part of the Communities and Local Government ‘Fire Kills’ initiative. ‘Fire kills’ have been responsible for a number of thought provoking fire safety campaigns including the most recent Julie Walters fronted ‘Pull Your Finger Out’.

This ‘Plan a Safe Escape’ is a departure from the traditional style formerly used by these adds and instead incorporates animated sequences. The 30 second film describes how to plan a safe escape in the case of a fire, planning, having an alternative fire escape route, ensuring exits are kept clear and having keys always to hand. The narrator is Shameless actor Sean Gilder.

Interestingly, further animation work by Wonky will used in an online viral fire safety game called Fire Kills Challenge.

The managing agents of the Doncaster Frenchgate shopping centre have been found guilty of five counts of fire safety breaches, and have been ordered to pay over £25,000 in legal costs.

The South Yorkshire Fire & Rescue Service first visited the shopping centre last June, and were concerned about the fire precautions controlled by the centres fire safety management team. Subsequent visits to the centre raised “significant concerns” about the adequacy of the staffs fire safety training as well as the suitability of the fire safety risk assessment for the premises which ultimately led to the enforcement notice and prosecution.

The managing agents were found guilty for failing to:

1. Take adequate general fire safety precautions
2. Make a suitable and sufficient fire safety assessment
3. Give effect to appropriate preventative and protect measures
4. Appoint adequately trained competent persons to undertake preventative and protective measures
5. Provide adequate fire safety training for staff

In response to the hearing the managing agents said “Whilst we accept the findings of South Yorkshire Fire & Rescue Authority, these issues were addressed almost a year ago during a period of change between the previous owners and the current owners. Once these matters were identified by the fire authority, immediate action was taken to resolve the issues and the Notice was subsequently withdrawn. All issues identified have been resolved.

"We continue to work closely with South Yorkshire Fire & Rescue Authority in partnership to ensure a safe environment for our customers. At no time during this period were lives at risk.

Youngsters in Sunderland were recently honoured for their fire safety knowledge after successfully completing an innovative course which combined fire safety awareness and football training.

The “hot shots” programme is formed by a partnership with the Fire and Rescue service and Sunderland Association Football Club. It is a five week course where attendees learn how to prevent a fire from starting and what to do in the event of a fire, interspersed with football training.

The 20 members of the Young Asian Voices were presented with their certificates at a special ceremony and were treated to a guided tour of the Stadium of Light.

Community safety office Mehrban Sadiq from Tyne & Wear Fire and Rescue Service organised the event and said “We have combined fire safety awareness training with football to make learning more interesting and fun. We hope this will lead to greater understanding of what the Fire and Rescue Service does and an improved awareness of the dangers of fire.”

Fire-fighters from Wrexham, North Wales, were called out to rescue a man from a crushed car. But there were no real casualties - the whole thing was nothing more than a safety training exercise.

This is all part of a training programme for fire-fighters throughout the country. What made this exercise different is that the trapped “victim” was a presenter a local radio station.

Dave William of Calon FM, wearing a radio microphone to help relay the sounds and feelings involved in being cut from a damaged vehicle, bravely submitted to the ordeal as part of a part of a joint venture between the North Wales Fire and Rescue Service and Calon FM to highlight the importance of safety behind the wheel.

Dave said: “North Wales Fire and Rescue Service talked to us about the dangers of the road, and of the horrific scenes that they are met with on a regular basis.

“We felt that by me taking part in this exercise, and relaying the frightening experience of being cut out of a car, it may help get the safety messages through.”

According to new figures from the Association of British Insurers (ABI), the cost of fire damage in the UK rose by 16% last year to a record £1.3 billion.

Commercial fire damage cost £865m up 15% on the previous year, school fires alone cost £33m and fire damage to homes cost £408m, up 17% from the previous year.

There has been a particular increase in what are termed large loss fires (those over £500,000) and the ABI intend to research the causes of this increase although fraudulent arson and arson will generally be factors to consider.

Nick Starling, the ABI’s director of general insurance and wealth said “These are alarming figures, they highlight both the importance of fire insurance and reducing and managing the fire risk”.