Campaign: Raising Awareness of Queensland Government’s Bushfire Survival Plan

Campaign: Raising Awareness of Queensland Government’s Bushfire Survival Plan

In partnership with Queensland Government, MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), has created a campaign that encourages people and families living in high-risk areas of Queensland to plan and prepare for bushfire season.

The campaign identified 100,000 properties at very high or high risk of bushfires – MBA then created and placed targeted and instructive information about how to prepare and what people need to do if they receive a warning.

Minister for Police, Fire and Emergency Services Jack Dempsey said the Rural Fire Service Queensland had used sophisticated mapping technology to identify the properties: “We want all Queensland families to remain safe this bushfire season and our mapping technology has allowed us to directly target properties at risk,” said Minister Dempsey.

QLD Bushfire Plan

Having created a campaign based on the premise ‘understanding is surviving’, MBA in conjunction with Queensland Government, will educate families online by defining the three levels of bushfire warning; Advice, Watch & Act, and Emergency Warning.

QLD Bushfire Survival Pla

This life saving campaign will ensure that Queenslanders are familiar with the official Bushfire Warnings System and have a completed Bushfire Survival Plan to action via radio announcements, online and social media advertising, an infographic film which details what the warnings mean as well as a dedicated website. For more information, visit

Recognised and respected by the industry’s best, this campaign sees MBA continue on the path of behaviour change with Queensland Government having successfully launched a campaign, ‘End HIV’ which helped change attitudes towards HIV earlier this year.


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