Finalist for Social Media Campaign in Public Sector or Government: Fire Safety Dance
South Yorkshire Fire & Rescue’s Fire Safety Dance campaign was the overall winner in the Social Media Campaign of the Year in Public Sector or Government category at the Social Media Marketing Awards 2025.
What was the strategy behind the campaign, what results were delivered? We spoke to South Yorkshire Fire & Rescue about their campaign and their thoughts on how creativity plays a vital role in public safety messaging.
The Fire Safety Dance was a bold and joyful campaign by South Yorkshire Fire & Rescue, created to raise awareness of fire safety and mental health in the fire service – and, ambitiously, to secure the UK Christmas Number 1 spot with a charity single.
The campaign featured a reimagined version of the 1980s hit “The Safety Dance,” performed by local artist Shaun Doane and his band The Steel People. What made it unique was its blend of music, dance, and storytelling – using creativity to spotlight serious issues in a way that was accessible, shareable, and emotionally resonant.
The Challenge
We wanted to tackle two key challenges: the lack of public awareness around fire safety during the festive season, and the under-recognition of mental health struggles faced by emergency service personnel.
At the same time, the campaign presented an opportunity to raise funds for the Fire Fighters Charity and celebrate the fire service in a way that felt fresh, joyful, and culturally relevant.
The Strategy
Our strategy combined emotional storytelling, influencer engagement, and high-energy creative content. We partnered with local dance group Ink Dance to choreograph a routine, filmed a vibrant music video at fire stations, and shared real-life stories from fire service staff who had benefited from mental health support.
We also leveraged celebrity endorsements – most notably from rock star Justin Hawkins – and worked with media outlets to amplify the campaign’s reach.
Reach and Results
Social media was central to our success, with 189 posts across platforms generating over 1.2 million impressions. Facebook and TikTok proved particularly effective, driving high engagement and video views.
Beyond social, we secured coverage on BBC Online, local TV and radio, and in print media. Organic content was supported by influencer outreach and collaborations with other fire and rescue services to extend our reach nationally.
The numbers illustrate the success of this campaign:
Social reach: Over 1.2 million people reached via social media.
Video views: Nearly 500,000 views of the music video.
Traditional media: Estimated 2 million reach via TV, radio, and print.
Chart success (sort of!): Reached No. 41 in the Official Singles Download Chart.
Charity awareness: Significantly raised the profile of the Fire Fighters Charity, which traditionally lacked recognition outside the fire sector.
We’re proud of how this campaign united creativity with purpose – bringing joy, raising awareness, and supporting a vital cause. Seeing the fire service celebrated in such a public and positive way, and knowing the impact it had on mental health awareness, was incredibly rewarding.
What We Learned
We learned that bold ideas – when grounded in authenticity and community – can cut through the noise. The campaign showed us the power of storytelling, the importance of collaboration, and the value of taking creative risks to engage audiences in meaningful ways.
What’s Next
We’re exploring how to build on this momentum with future campaigns that continue to blend entertainment and education.
The success of The Fire Safety Dance has opened doors for more creative approaches to public safety messaging, and we’re excited to keep pushing boundaries in how we connect with our communities through social media.
