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As Much Use As A…

Patrick 21/01/08, 11:51

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Problem: how to reduce the wild fires that ravage Table Mountain every summer. Solution: install wooden fire extinguishers that are completely useless. It’s not as dumb as it sounds…

Porky Hefer (yes, we know) and Warren Lewis of Animal Farm, a creative consultancy in Cape Town, came up with the idea to highlight the plight of the already stretched Fire Department in charge of the mountain. Every summer, Table Mountain suffers from huge wild fires. Some are natural “but a large portion of these start with a human spark of stupidity or carelessness,” says Hefer.

So Animal Farm decided to install 65 wooden extinguishers in the The Table Mountain National Park, with a focus on fire hot spots, picnic areas and along all major walking trails, to make the point that it is almost impossible to stop a wild fire once it has started. Using a real fire extinguisher on one would be as effective as using this wooden one. The only way to stop the fires is to prevent them.
The instructions on the label are all about how people can prevent fires.

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The Carpenters Shop, an Non Governmental Organisation setup to teach woodwork skills to the homeless and unemployed, were commissioned to carve the fire extinguishers from invasive alien trees that had been cleared from the Park. “These non-indigenous trees destabilise the natural environment. They drink all the water, Cause major erosion, suck up all the light and, most of all, spread their seed when they burn, causing even worse problems in years to come,” says Hefer.

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The project was funded by Cape Union Mart, an outdoor clothing manufacturer and the extinguishers were installed by Chubb Fire, the major Fire extinguisher company in Cape Town.

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Posted in Advertising

Comments(6 comments)

You know, this is a GREAT idea. MUCH better than some lame posters. I hope they bring this idea to the USA.

Posted by Bratfink on 23/01/08, 8:31 am

I’ve seen these at Table Mt. and don’t think the concept works very well.

From a distance, they seem like genuine fire extinguishers - which might actually lead to fires by instilling a false sense of security.

The authentic-looking label makes it even more unlikely that the average pleb is going to walk up to the thing, read it and make the mental connection. (this is Africa, after all).

I concede that this is merely my point of view and heartily welcome any measures to avoid fires, but I would be happy to see these eyesores removed.

Posted by Dimitri on 23/01/08, 3:33 pm

I’ve seen these at Table Mt. and don’t think the concept works very well.

From a distance, they seem like genuine fire extinguishers - which might actually lead to fires by instilling a false sense of security.

The authentic-looking label makes it even more unlikely that the average pleb is going to walk up to the thing, read it and make the mental connection. (this is Africa, after all).

I concede that this is merely my point of view and heartily welcome any measures to avoid fires, but I would be happy to see these eyesores removed.

Posted by Dimitri on 23/01/08, 3:33 pm

well put! =)

Posted by Andrew on 24/01/08, 7:07 am

Dimitri,

How polite of you to concede.
How impolite, even ignorant, of you to imply that Africans can’t make mental connections.

To quote:

“The authentic-looking label makes it even more unlikely that the average pleb is going to walk up to the thing, read it and make the mental connection. (this is Africa, after all).”

Perhaps you might like to consider the market more carefully. Underestimating it could land you in hot water - witness the current crisis in Adland w.r.t ignoring the power Web 2.0 has put in the hands of, as you put it, ‘the average pleb’.

It’s not just a library anymore, it’s a CROWD and it’s talking about your client faster and more honestly than has ever been possible. Happen to read about the Facebook group that forced HSBC to reverse its less-than-friendly student loan policy?

Lest we forget, previous anti-fire campaigns have done little to prevent forest fires in Cape Town, the most devastating of which I’d suggest you read about here:

http://www.guardian.co.uk/southafrica/story/0,,2217953,00.html

But I digress. I bet these ‘eyesores’ clean up at this year’s awards shows.

Can’t start a campaign without a creative spark,

Ivan

Posted by Ivan on 25/01/08, 5:47 pm

dear andrew. thank you so much for your kind, enlightening comments. porky and myself completely under estimated what an eyesore these extinguishers would be and apologise profusely. After all, the sight of a killer wildfire in full storm is just so much pretty to look at, all those sparkly coals flying everywhere…

Posted by warren lewis on 28/01/08, 12:05 pm

We saw one of these for the first time at Silvermine on Saturday and got it straight away. It didn’t have a label anymore but I don’t think that would have confused us. We thought they were pretty damn cool, actually :-)

Posted by Pam on 14/04/08, 10:06 am

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