Working with the South Wales Fire and Rescue Service, the BRASS research centre achieved a 46 per cent reduction in deliberate grassfires in the South Wales valleys by the use of social marketing techniques.

Using social marketing techniques, Dr Sue Peattie at BRASS developed Project Bernie, where Bernie the Sheep fronted a campaign of activities designed in collaboration with young people in the community. The intervention period included activities such as the chance to 'be a fire fighter for a day'.

As well as reducing fire setting and changing attitudes, the project led to improvements in fire service working practices and community cohesion.