In a fire, every second tells a story, and how you respond writes the ending.
When Time Turns Against You
Fire moves faster than most people realize.
Within 30 seconds, a small flame can double in size. Within a minute, thick smoke can fill a room, cutting off visibility and oxygen. It’s not the heat or flames that claim most lives — it’s the smoke, the disorientation, and the delay between realizing and reacting.
The truth is, even the best safety systems — alarms, sprinklers, extinguishers — are designed to respond to fire, not to empower people.
That’s why what you do in those first 60 seconds matters more than anything else.
0–10 Seconds: Raise the Alarm
Before you do anything else, make sure others know.
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Shout “Fire!” as loudly as you can. It sounds simple, but this single action can wake people, alert neighbors, or trigger faster responses.
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Activate alarms or call emergency services. In the UAE, dial 997 for Civil Defense.
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Don’t stop to grab belongings. Don’t assume someone else will alert others. Act and keep moving.
Those few seconds can mean the difference between people being trapped and people being saved.
10–30 Seconds: Stay Low, Protect Your Airway
Smoke rises quickly, carrying heat and toxic gases. The cleanest air will always be near the floor.
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If smoke appears, drop low and crawl toward the nearest safe exit.
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Cover your nose and mouth with a damp cloth or towel to filter smoke and help your body stay calm.
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If you have an INSTINKT Assurance-Wear kit, put on your fire escape hood immediately. It gives you up to 15 minutes of breathable protection and clear visibility even through dense smoke.
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Remember: oxygen, not distance, is survival. Your priority is to breathe and move with intention.
30–60 Seconds: Move With Clarity, Not Panic
This is where instinct meets preparation.
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Check doors before opening them. If a door is hot to touch, don’t open it — fire may be on the other side.
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Use the stairs, never elevators. Power failures or heat can trap you inside.
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Close doors behind you as you move. It slows the spread of smoke and flame.
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If escape isn’t possible, seal gaps under doors with towels or clothing, stay near the ground, and signal for help. Wave a cloth near a window or shine a light to make your location visible.
The goal isn’t speed — it’s control. Every calm action buys you seconds, and every second buys you life.
Beyond the First Minute: Preparedness Is the Real Protection
Fire drills and alarms are designed for structure, but human safety begins long before the alarm goes off.
Ask yourself:
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Do you know your building’s nearest exits?
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Could you find them in darkness or smoke?
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Do you have basic emergency tools accessible, not buried, but ready?
If not, this is the time to start.
Preparation isn’t fear, it’s foresight.
It’s choosing to act before chaos begins.
That’s why we built INSTINKT Assurance-Wear to be more than emergency equipment, it’s designed for life.
We created every kit to be sleek, compact, and visually unobtrusive, blending seamlessly into your environment. Its design encourages placement in visible, accessible areas, not forgotten in storage or hidden behind clutter.
Because preparedness only works when it’s within reach.
INSTINKT is minimal in form but maximal in purpose, a quiet presence that fits naturally into any space, ready for the moments that test you most.
The Calm Before the Fire
We don’t prepare because we expect disaster.
We prepare because we care, for ourselves, for our families, for the people sleeping in the next room.
When safety becomes a reflex of love, readiness stops being a chore. It becomes an act of compassion.