New figures released last week by the London Fire Brigade show that young professionals are having two fewer fires a week since the Brigade started using social media to share vital fire safety advice with the public.
The figures show that young professionals had 1,515 house fires last year. This is a reduction of nearly two fires a week compared to 2009, when the Brigade set up its @londonfire Twitter account and official Facebook page. With over 66,000 followers on both Twitter and Facebook, the Brigade is able to share vital fire safety advice with millions of people and believes this is to thank for the drop in blazes amongst this target audience.
Young, educated people in London are responsible for around a quarter of the 6,000 accidental house fires it attends each year. The Brigade used mosaic profiling data to establish that this group are more likely to respond well to messages via social media and used this information to its advantage when communicating via Twitter and Facebook.
Analysis by the Brigade reveals a checklist of lifestyle traits shared by the young professionals:
In 2009 fires involving young professionals was 1,610. In 2012 this was reduced to 1,515.
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