NSW Rural Fire Service (NSW RFS) is highlighting the importance of a fireproof plan as the peak bush fire season sets in.
The campaign titled 'How Fireproof is Your Plan' developed by J. Walter Thompson Sydney features families caught in bush fire situations and then questions people on when they will leave, where they would go and what will they take. The ad further urges people to visit microsite myfireplan.com.au to review or refine their bush fire survival plan.
The campaign will run across TVC, cinema, OOH, digital, microsite, and other community engagement assets
Anthony Clark, director corporate communications, NSW RFS said: “We were excited to work with J. Walter Thompson on this project. Their strategic and creative thinking has brought to life a powerful idea that will help increase the quality of bush fire planning and preparation."
Simon Langley, J. Walter Thompson's executive creative director said: “We know that while 69% of people in bush fire prone areas have some form of plan, it’s critical they deepen its quality to improve their chances of survival. Our strategy therefore focuses on the need for self-reflection regarding what is, and what is not a viable plan in the face of a bush fire.
“We have always enjoyed working with the NSW RFS,” he continued. “They’re a brave client who trusts their agencies and help make work that changes behaviour. We’re grateful to have had the opportunity to create such a powerful idea and bring it to life in such an epic way.”
: 'How Fireproof is Your Plan?'
