Partnering with Queensland Governments’ Fire & Emergency Services (QFES), MediaCom has created Home Fire Safety; a campaign that seeks to encourage Queensland residents to prepare and practise a fire escape plan.
Launched on Monday 22nd June by Minister for Police, Fire and Emergency Services and Minister for Corrective Services, The Honourable Jo-Ann Miller, the campaign’s objective is to save lives and to ensure everyone in the household knows what to do.
Having identified that only 63 per cent of Queenslanders regularly check their fire alarm batteries and just 13 per cent practised or had a prepared fire escape plan, MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), created two interactive videos to help Queenslanders recognise the consequences of a household fire and the importance of having a prepared fire escape plan. Launched via paid media activity across Queensland statewide, this is the first time QFES has used interactive videos which act as the campaign’s key message; ‘Get out, fire about!’.
At the official launch yesterday, Minister Miller said, “By making people aware of the importance of having a well-practiced fire escape plan, we can empower people to help save their own lives as well as the lives of their loved ones.We hope this campaign will start conversations about escape plans and assist Queenslanders in their preparations for a fire in their home.”
Home Fire Safety sees QFES partner with MBA for a second time in less than a year. Working in collaboration with production company Now We Collide, MBA produced two interactive videos targeting two household groups; families and shared households. Contained video content (shot from a first person POV perspective), reflects realistic fire situations to ensure residents realise the importance of a prepared and practiced fire escape plan, and in turn, how preparation can save lives.
Nicole Boyd, managing director Brisbane said, “We thoroughly enjoy the long standing relationship we have with Queensland Government, as it enables us to approach campaigns in new and innovative ways which as a result, help address important issues and behavioural change. We are proud of the work we produced in collaboration with QFES as Home Fire Safety uses interactive videos to demonstrate the importance of having a fire escape plan.”
Recognised and respected by the industries best, this campaign see’s MediaCom and MBA continue on the path of behaviour change with Queensland Government having successfully launched another QFES campaign for a Bushfire Survival Plan last year, which encouraged people and families living in high-risk areas to plan and prepare for the bushfire season.
Innovative and award winning work continues to be high on the agenda for MediaCom this year. Proof of this, the content and connections agency were awarded gold, silver and bronze awards at both The Festival of Media Global and Asia Awards.
MediaCom Beyond Advertising (MBA):
Gemma Hunter – Executive Creative Director / Head of MBA
Shelby Craig – Creative Director
Taylor Thornton – Copywriter
Alastair Anisimoff – Content/ Seeding Executive
Josh Butt – Head of Production
Tessa Wood – Content Director
Nicole Boyd – Managing Director
Justine Prentice – Director, Client Communications Planning
Michael Liu – Manager, Client Communications Planning
Now We Collide:
Ryan Bodger – Director
Bhavna Patel – Producer
Evan Papageorgiou – DOP
David Trethevey – Special Effects
Queensland Fire & Emergency Services (QFES):
Kevin Reading – Manager of Community Engagement
Public Safety Business Agency (PSBA):
Troy Davies – Media Director
Matthew Rigby – Communication Manager
Peter O’Halloran – Communications Manager
Herman Tang – Senior Communications Manager