Fire Safety Focus: FSi Promat’s Award-Winning Campaign and Evolving UK Building Regulations

Summary

FSi Promat won the Marketing Campaign of the Year at the ASFP Awards for its “Every Clad Needs a Silverliner” campaign. The campaign’s success underscores the increasing focus on fire safety in the construction industry, further amplified by recent changes to UK building regulations. These changes reflect a broader shift towards prioritizing building safety and resident well-being.

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Main Story

So, FSi Promat’s ‘Every Clad Needs a Silverliner’ campaign just snagged the Marketing Campaign of the Year at the ASFP Awards. Pretty cool, right? But honestly, it’s more than just a marketing pat on the back; it actually points to a growing awareness around passive fire protection in construction. And with the UK’s building regs constantly evolving, it couldn’t have come at a better time.

The campaign itself? Genius, really. It put a spotlight on FSi Promat’s Silverliner OSCB-5. Basically, it’s a cavity barrier that buys crucial time – up to 90 minutes, to be exact – in a fire. Which can be a lifesaver. Imagine being stuck in a building and needing every single second to escape; that’s what it provides. The campaign reached over half a million people and hammered home how important it is to have proper passive fire protection, especially the intumescent edge tech that can reinstate compartmentation lines during a fire. It’s pretty important stuff!

But here’s the kicker: it wasn’t just about getting the word out there. The campaign turned heads and generated a hefty £500,000 sales pipeline with a fairly modest budget. That’s a 23:1 ROI, which is seriously impressive. Using a mix of storytelling, visuals, and both traditional and social media, the message really resonated with the right people. The ASFP even called it out for promoting the highest standards in passive fire protection. And Emma Taylor, FSi Promat’s Marketing Manager, nailed it when she said the goal was to provide clear, reliable info during a time of massive change in the industry.

Now, the timing of this award is interesting, because it’s right in the thick of some major changes to UK building regulations. Take the Building Safety Act 2022, for example. It’s been rolling out since October 2023, and it’s completely reshaping how buildings are designed, built, and managed. The aim? To prevent another Grenfell. Because, let’s face it, that tragedy exposed some critical flaws in our existing fire safety practices and building regulations.

So what does the Act actually do? Well, it’s mainly focused on higher-risk buildings – those over 18 meters or seven stories with residential units. And it’s bringing in a new Building Safety Regulator and stricter oversight throughout the building’s entire lifespan, with some enhanced resident engagement too. Personally, I think it all points to a much-needed culture shift towards prioritizing safety.

It’s not just about high-rises, though. The changes are also hitting broader building regulations – think updated requirements for insulation, ventilation, and overheating prevention, and electric vehicle charging points too. These changes point to how much things have changed to incorporate sustainability now. All while maintaining the level of safety needed to ensure tragic events like Grenfell never happen again. And just a note: even if you’re renovating an older building, you might still need to comply with certain parts of these updated standards. Keep that in mind.

Ultimately, FSi Promat’s campaign’s success is a reminder of what should have been obvious all along, the importance of fire safety. As the UK construction industry adapts to the new regulations, focusing on passive fire protection measures like those championed by FSi Promat is, simply put, critical. The ‘Every Clad Needs a Silverliner’ campaign shows how powerful communication can be when it comes to raising awareness and driving real change within the industry. And honestly, that award? It’s not just for a killer marketing campaign; it’s a sign of a real commitment to making our buildings – and our future – safer.