JWT Creates Chilling PSA Warning Of The Dangers Of Fire

JWT Creates Chilling PSA Warning Of The Dangers Of Fire
SHARE
THIS



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

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine