Project Bernie - Preventing Deliberate Grassfires
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Lead Researcher: Dr Sue Peattie |
Bernie Poster |
Part of BRASS’s work in social marketing has involved finding new applications for it as an approach to promote more sustainable and socially responsible behaviours. Following a presentation at the 2008 UK National Fire Service Conference, where we outlined the potential effectiveness of using social marketing for fire prevention, South Wales Fire and Rescue Service (SWFRS) teamed up with BRASS academics in a project managed by Alexander Consultants to to tackle the incidence of deliberate fire-setting in the countryside surrounding South Wales Valleys communities. On average there are over 7,000 such fires each year, over three quarters of which are started deliberately, at an annual cost of around £7m. These fires endanger lives and property; impact local businesses, tourism and the countryside; and destroy wildlife and forestry resources.
The problem peaks during the February to May “grass fire season”, particularly during the school Easter holidays when natural conditions make these areas most vulnerable to fire-setting. Despite years of educational initiatives to deter fire-setting, incidents have not decreased significantly and they continue to cause problems for communities, SWFRS, the Police and Forestry Commission.
A pilot project was established in Tonypandy, one of two communities where the problem was most intense (the other, Aberdare, represented the project’s ‘control group’). In-depth interviews with local youngsters, adults and a range of community stakeholders allowed for the development of a multi-faceted behavioural intervention based on the research insights.
The project and its evaluation have also involved staff from other parts of the University including Professor Ken Peattie and Dr Diego Vazquez-Brust (BRASS), Professor Robert Newcombe of the School of Medicine and Professor Robyn Thomas and Dr. Fiona Davies of the Business School.
Following the success of the 2010 pilot, which saw: a 46% reduction in deliberate grass fires over the 6 week intervention period; a positive Return on Investment in the first year; and a decrease in other forms of anti-social behaviour in the pilot area, the Bernie approach is being extended to four more unitary authorities for 2011.
Academic papers are now being developed from the project examining it as an innovative use of social marketing, discussing social marketing as a cost-effective way of delivering public services, looking at the innovative use of social media as part of the project’s success, and exploring its organisational impact within the Fire Service.
For more information, please contact Dr Sue Peattie on peatties@cf.ac.uk or alternatively Dave Ansell, Social Marketing Project Manager at the South Wales Fire and Rescue Service, can be contacted on d-ansell@southwales-fire.gov.uk
