Headline: Fire Put Out Early, No One Killed!

The fire sprinkler industry has long suffered from a lack of recognition; dramatic fires are headlines, sprinkler saves are below the fold on page five. Simply put, the preemptive nature of fire sprinklers promotes their under appreciation.

Despite the fact that more than 3000 people die annually in residential fires, the myths about fire sprinklers abound. These are dutifully refuted everyday by advocates then rehashed by opponents the very next.

As one observes the ferocity with which opponents to residential fire sprinklers fight to eliminate their wider acceptance, the words of Mark Twain come to mind, “There is something fascinating about science. One gets such wholesale returns of conjecture out of such a trifling investment of fact.”

How do we capture the imagination of the public with a new image of fire sprinklers in a clever way that does not involve capitalizing on the next tragic headline?