The Shropshire Star's smoke alarm campaign has been hailed a great success by the county's fire and rescue service.
People have been claiming their free smoke alarms all week from seven Shropshire Star offices – for elderly relatives, friends and neighbours, or themselves.
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The Star teamed up with Shropshire Fire and Rescue Service to launch Fire Safety Week after the number of deaths in county house fires hit a 13-year high.
Today fire officers said the Star campaign had reminded people about the importance of having a working smoke alarm in their homes.
"It has helped to get the message over to people about just how important it is to have a smoke alarm," said Rabinder Dhami, team leader of the community fire safety department at Shropshire Fire and Rescue Service.
"What is noticeable is that family, friends and neighbours are now asking if an elderly person has got one fitted in their homes. They are not embarrassed about asking to check if they are safe."
Firefighters have been out and about in the county all this week as part of the campaign to offer advice about fire prevention in the home. B&Q is also backing the campaign, offering big discounts off its range of smoke alarms.
Mr Dhami said: "It is good because people are looking out for each other and making sure that elderly residents are safe.
"We all visit our family and friends and it's during those visits that people are now asking if a smoke alarm is fitted whereas before the Star campaign most people just didn't think about it."
He added: "Many thanks to the Shropshire Star for helping to highlight it and help prevent any more fire tragedies."
* Smoke alarms are still available from Shropshire Star offices in Telford, Shrewsbury, Ludlow, Bridgnorth, Oswestry, Market Drayton and Newport, but opening hours are limited during the Bank Holiday break.