Fire safety campaign sparked by four deaths

The most recent was at Christmastime in Haxby, near York, when an elderly man was overcome by smoke when he left his cooking unattended.

Fire chiefs say each accident was avoidable and they have begun the hard-hitting campaign to shock people into action.

Richard Henry, station manager at North Yorkshire Fire and Rescue Service headquarters, said: "It is a big investment, this is the biggest campaign we have ever done.

"These deaths are much more than we would have liked to see and there is a link between all of them of simple safety measures not being taken.

"North Yorkshire has an elderly population and often people can be stuck in their ways.

"We cannot march into people's houses and confiscate chip pans or install smoke alarms but we are worried these safety measures are not being taken.

"We hope this campaign will prompt people and their families into taking action."

The 30,000 advertising campaign – which began on Monday– includes posters featuring images of damaged gas fires, broken smoke alarms and overflowing ashtrays, displayed on buses, shopping bags and Post Office television screens in the county.

Flyers will also be posted and adverts broadcast on local commercial radio stations.

Councillor John Weighell, leader of North Yorkshire County Council, said: "We absolutely welcome this campaign.

"Four deaths in 18 months is a tragedy and I am delighted that the fire service is acting to avoid a repeat of this. I would urge residents to pay attention to these simple safety messages."