WWAV will develop a through-the-line campaign, which will break three weeks before 5 November. It will run until the weekend following Bonfire Night.
The DTI has revealed that there was a 12% increase in the number of firework-related injuries in 2003, compared with 2002.
The campaign will use the line 'Don't let one night last a lifetime'. The core message will be that fireworks are safe if used responsibly.
WWAV was appointed following a three-way pitch and replaces incumbent Ogilvy & Mather.
Last November R&B band Big Brovaz participated in an SMS campaign targeting 11 to 16 year olds.
The activity, by digital media agency I-level, involved personal messages from the band being sent to fans, urging them to stay safe on Bonfire Night.
Tougher firework regulations came into force last week, making it illegal for retailers to sell fireworks that are louder than 120 decibels. Wholesalers and retailers that sell fireworks all year round will now need to obtain a licence from their local authority. Other retailers will be limited to specific fireworks sales periods.
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