This work set out to evaluate the effectiveness of New Zealand Fire Service kitchen fire campaigns. This was done by means of 8 focus groups of various age ranges and household types (young people flatting, single males, older households). This was followed up by a telephone survey of 750 respondents. Both surveys focussed on people's attitudes to kitchen safety, what advertising or promotional material they had seen and what their views were on effective promotional campaigns. Recall of campaigns was high, and people were taking the right messages away. The report recommends a combined 'fire prevention and dealing with fires' campaign and identifies some primary target audiences for the messages, mainly young people. The report found that our key messages 'don't drink and fry' and 'keep looking while your cooking' were effective but suggests some alternative advertising styles that could be adopted, including realistic images showing the negative consequences of fires.