JWT Creates Chilling PSA Warning Of The Dangers Of Fire
The speed, danger and unpredictability of bush fire is highlighted in a haunting new NSW Rural Fire Service (NSW RFS) public awareness campaign launched this week, developed and executed by J. Walter Thompson Sydney and GPY&R Sydney after a competitive pitch.
“Research has shown that most people, even some of those living in high risk areas, do not consider themselves to be personally at risk from bush fires. Around half of those in at-risk areas believe their property would survive a bush fire, even if they had made no preparation,” explained NSW Rural Fire service director of corporate communications, Anthony Clark.
“But the reality is that bush fires are an annual threat across NSW. There are approximately 1.3 million properties at risk from bush fires in NSW, occupied by around 3 million people. The NSW RFS needed a high-impact, attention grabbing campaign to reiterate that there is a very real risk for many people, and that simple steps like having a conversation can make a big difference.”
J. Walter Thompson executive planning director, Angela Morris explained the strategic approach: “We needed to reframe risk and discovered that people are less afraid of a risk they think they have some control over and more afraid of risks that are personified than anonymous.”
As J. Walter Thompson ECD Simon Langley explained: “Entitled ‘Fire has a plan’, this campaign makes it brutally clear that since fire has a plan for your destruction, you also better have one for your own protection. The creative approach of personifying fire as a sinister force that knows exactly what it’s going to do and how it’s going to do it, was developed to make people feel personally at risk. Combined with compelling facts about what fire is capable of, including how easily and quickly it can move and take down homes, we hope it will drive NSW residents to get prepared for the upcoming bush fire season.”
The integrated campaign will run and evolve over the next three fire seasons (2015-2018), and comprises a 60” TVC, 2x 30” TVCs, 2×15” TVCs, a bespoke pre-roll, print executions, digital banners and radio spots. Each individual element has been created to highlight specific bush fire dangers and simple actions people can take to make themselves safer.
To support the TVCs and other campaign elements, GPY&R was appointed to develop a new bespoke online hub www.MyFirePlan.com.au. The hub helps people quickly and easily assess their risk and gives them simple, clear and easy tasks to reduce their risk. The tasks are tailored to their risk profile and provide information in formats and timeframes designed to motivate them to act, help them learn quickly and change their future behaviour.
A state-wide Get Ready Weekend was also held on September 12/13, with a focus on creating a groundswell of bush fire preparation activities in NSW. More than 600 events and activities were held across the state to provide bush fire preparation tips and motivate the community to plan ahead.
J. Walter Thompson Sydney has worked with NSW RFS for the past three years to make residents of NSW aware of the very real risk of bush fire and take simple actionable steps towards protecting themselves and their homes. This next powerful creative platform takes another step in continuing to prepare residents of NSW.
Creative credits:
Creative agency – J. Walter Thompson Sydney
Simon Langley – Executive Creative Director
John Lam – Associate Creative Director
Laurie Geddes – Creative Group Head
Simon Cox – Senior Art Director
Angela Morris – Executive Planning Director
Amanda Slayter – Broadcast Director
James Tracy-Inglis – Group Account Director
Rachel Wintle – Account Director
Amanda Porritt – Account Manger
Rachel Townsend – Production Manager
Hatti Apps – Digital producer
Thanh Lu – Studio Director
Renee Robertson – Senior Project Manager
Production Company – The Pool Collective
Director: Simon Harsent
MD: Cameron Gray
Line Producer: Kare Godsell
DOP: Ross Giardina
Pyrotechnician: Lou Stefanel, Pyromania
Post Production Company – Heckler
Post producer: Georgina Selby
Executive Producer: David Kelly
Edit: Greg Constantaras
Colourist: Yoomin Lee
Vfx Sup: Garry Jacques
Design: Luke Carvell
Compositing: Chris Jackson
Online: Jamie Watson
Sound Post – Nylon Studios
Sound Designer: Simon Lister
Studio Producer: Emma Hodge
Media: UM
Digital Hub: GPY&R
Research: GFK
NSW Rural Fire Service
Campaign manager: Laura Ryan
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.