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How do you alert Firefighters to a life-threatening health hazard?

By ensuring their safety.


Meridian Medical Technologies, Inc., CYANOKIT is an intravenous infusion for the treatment of known or suspected cyanide poisoning affecting firefighters and EMTs. We were asked to create a national awareness and education campaign around smoke inhalation, the incidence of hydrogen cyanide (HCN) poisoning, and how CYANOKIT can quickly counteract the cyanide poisoning.


Our digital strategy was to bring firefighters and EMTs together into a single “smoke and flashover” communications hub where they can engage, become more educated and advocate.


To accelerate awareness, we targeted hundreds of firehouse and volunteer firefighter fan pages on Facebook, with the 20-largest having an average following of 8,292, and SEM keywords with “smoke” and “flashover” to capture the attention of firefighters. Additional support included grassroots activations within communities with a large concentration of firefighters.

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