FIRST ALERT RESPONDS TO CTV NEWSCAST
By Adnews Staff
First Alert, a subsidiary of Sunbeam Canada and manufacturers of carbon monoxide detectors has responded to a report on CTV News, which referred to tests done at Toronto's Senecca College, in which a number of detectors supposedly did not perform to new or old performance standards. A communications campaign, in response to the broadcast and created by Primary Counsel Group Inc. of Toronto, is being targeted to Fire Departments across the country. First Alert, through a press release, is urging the public "not to lose faith in the quality or accuracy of CO detectors currently on the market-as long as they are certified by Underwriters Laboratories of Canada." Seneca College stated in a news release that their tests were limited classroom demonstrations, performed by an independent consultant, who released the results without the College's permission. The communications campaign will include Seneca College's press release, the Fire Marshall's press release, First Alert's press release, all of which were released on Monday, the morning following CTV's broadcast, as well as newspaper clippings. The campaign begins this week.