The campaign communicates its message through two video ads that stress common problems and concerns among households: “Flood” and “Fire”, both represented by two annoying characters. As in the case of natural disasters and accidents, Mr Fire and Mrs Flood don’t really care what kind of damage they are doing. Careless and uninsured residents, caught off guard when cooking or brushing their teeth, are left desperate and have to call their neighbours and a landlord for help.