Out of concern that the film Fifty Shades of Grey could inspire more incidents involving handcuffs and genital rings, the London Fire Brigade has launched a campaign called “Fifty Shades of Red.”
The campaign is aimed at helping to keep members of the public out of “sticky situations.” According to its research, in 2013-2014, the department responded to 472 incidents involving people getting stuck in things like handcuffs, rings, and common household objects—and that number is only increasing.
“The Fifty Shades effect seems to spike handcuff incidents, so we hope film-goers will use common sense and avoid leaving themselves red faced,” Third Officer, Dave Brown said in a release. “I’d like to remind everyone that 999 is an emergency number and should only be used as such. If there’s a genuine emergency, fire crews will of course attend and will be on the scene to help within minutes.”
As part of the campaign, the department has been tweeting out advice to followers, including statistics, graphics, and stories. With Fifty Shades premiering this weekend, will the stats see a spike? London Fire Brigade urges to “keep the keys handy.”