NSW Rural Fire Service & J. Walter Thompson Ask ‘How Fireproof Is Your Plan?’

NSW Rural Fire Service & J. Walter Thompson Ask ‘How Fireproof Is Your Plan?’
Rebecca Tilly
By Rebecca Tilly



In the lead up to peak bushfire season, a new campaign asks NSW residents ‘How Fireproof is Your Plan?’, using powerful human stories that contrast the destructive power of fire with the dangers of insufficient planning and preparation.

Developed by J. Walter Thompson Sydney for the NSW Rural Fire Service (NSW RFS), the campaign dramatizes a series of situations where bushfire plans have not reduced risk to people or livestock because the key questions of when they will leave, where they would go and what will they take, were not addressed in advance or in detail.

J. Walter Thompson ECD Simon Langley said: “We know that while 69 per cent of people in bushfire 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 bushfire.”

“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.”

The simple question ‘How Fireproof is Your Plan?’, is posed throughout the creative, launching via TVC, cinema, OOH, digital, microsite, and other community engagement assets this week.

All aim to drive residents living in at-risk locations to a specially developed microsite myfireplan.com.au to review or refine their bushfire survival plan.

NSW RFS director corporate communications Anthony Clark 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.

It is the third campaign the agency has developed for the NSW RFS and continues a highly successful partnership, with previous campaigns such as ‘Planning to Make a Plan is Not a Plan’ (2012) and ‘I Am Fire’ (2015) together winning five Effies, a Gold APG award and multiple other creative awards.

All three campaigns have focussed on improving the quality of bushfire planning and preparation, while also increasing the personal responsibility taken by individuals living in at-risk households across NSW.

The latest campaign takes the next step in driving this behaviour change.




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