It's always a challenge to find new ways to emotionalize smoke detectors—especially after working for so many years to promote them. We have made a lot of headway in the area of creating public awareness and influencing policies that make smoke detectors a requirement in German homes, but there is still more to do. For the 15th anniversary of the “Rauchmelder retten Leben” (“Smoke Detectors Save Lives”) campaign, we created this new online video, which is some of our best effort yet.