SAME 4: Fire safety starts at home

Devon and Somerset Fire and Rescue Services SAME4 campaign is a life-saving campaign focused on preventing fatal fires in homes across the region. It targets four key risk factors we most commonly see linked to residential fire deaths:

1. Smoking

Always smoke outside. Smoking indoors is one of the biggest causes of fatal fires.

2. Age

Older people (aged 65+) are at greater risk, especially when living alone or if they have health conditions.

3. Mobility

Limited mobility can slow your escape. Clear routes and working mobility aids save lives.

4. Emollient creams

Emollient creams are highly flammable and soak into fabrics. Once absorbed, they’re extremely difficult to wash out - and even a small flame from a cigarette or candle can cause them to ignite rapidly.

Emollients are used for conditions such as eczema, psoriasis and ichthyosis.

We’re also supporting a National Fire Chiefs Council (NFCC) campaign calling on the Government to introduce clearer warnings on emollient cream packaging and ensure that users are properly informed about the fire risks.

Why SAME4?

Recent post-fire investigations show that these factors - especially when combined - can significantly hinder peoples’ ability to escape during a fire, often with tragic consequences.

“Residential fires are devastating, particularly when individuals are unable to escape due to mobility challenges or other risks. We are seeing an increase in fatal fires, and investigations show that some, if not all, of the SAME4 factors have contributed to these tragedies.” - Adam Southcombe, Home Safety Manager, Devon and Somerset Fire and Rescue Service.

How you can help

Families, caregivers, and community members all play a vital role in protecting people most at risk. Encourage those who are vulnerable to these risks to take small but important actions to save lives.

Advice you could share includes:

• Smoke outside and never smoke in bed or near upholstered furniture.
• Monitor alcohol use, which can reduce awareness and mobility.
• Check mobility aids regularly and make sure escape routes are clear.
• Use emollient creams with care. They are highly flammable and can soak into clothing and bedding, making them easy to ignite.

To help share the SAME4 message, we’ve developed a poster for healthcare professionals, care providers, and housing partners to display in workplaces and communal areas. Download the poster.

“A naked flame combined with mobility limitations or flammable emollient creams can lead to devastating outcomes. If you know someone at risk, please take time to discuss steps they can take to reduce danger.” - Adam Southcombe

If you know someone who you think could be at high risk, or if you think you could benefit from a home safety visit yourself, find out more about our home fire safety visits.