The U.S. Fire Administration (USFA) needed a Section 508-compliant campaign to expand its Fire is Everyone's Fight™ fire safety initiative to reach specific high-risk audiences. Brunet-García developed an emotionally resonant campaign theme, Up In Smoke, that motivates behavioral change across all audiences by showing the painful, emotional consequences of not practicing fire safety to prevent home fires. By creating cohesive education collateral that connects with the hardest-to-reach audiences, we have helped position USFA as the go-to source for fire safety materials and education.