The Brief
The ask was simple: get home fire safety tips in front of as many people as possible during Fire Prevention Month.

The Approach
Let’s be honest, safety tips aren’t usually what people stop scrolling for. So I leaned into humor to cut through the noise and give people a real reason to watch and share. The trick was finding the right balance. We still had to feel like the Red Cross, and the jokes couldn’t get in the way of the message.

Jason Patton of Fire Department Chronicles was the perfect fit. He’s built a community of more than 5 million followers by mixing humor with his real experience as a firefighter. With Jason, the series could be genuinely funny and still come from someone who knows firsthand what’s at stake.

The Result
People watched, and they kept watching. The three-episode series broke viewership records across the American Red Cross social channels.