"You are four times as likely to die in a house fire if you don’t have a working smoke alarm. For more information on the fire safety campaign, please check online at www.facebook.com/firekills."
RKCR/Y&R and the Department for Communities and Local Government are making an association between smoke alarm testing and the clock change, by showing stark imagery of clocks which have been destroyed by a fire.
'British summer time comes to an end soon. Make sure you don’t. When you change your clock, test your smoke alarm'