Khemistry Asks “What Have You Got To Lose?” In New Bushfire Safety Campaign For QFES

Khemistry Asks “What Have You Got To Lose?” In New Bushfire Safety Campaign For QFES

Ahead of this year’s fire season, Khemistry’s latest bushfire safety campaign for Queensland Fire and Emergency Services (QFES) is motivating Queenslanders to better prepare their property and loved ones in case of bushfire.

Given 66 per cent of Queenslanders think their home isn’t prone to bushfire and only half take simple steps to prepare, the new campaign asks Queenslanders, “What have you got to lose?”.

“It’s human nature to take the things you’re closest to and love the most for granted,” said Khemistry creative director, Lindsay Thompson.

“You can lose sight of your house, your belongings, and the little things that make your life your life,” he added.

“The power in this campaign is that we tried to get people to consider, just for a moment, what it would feel like to have those everyday things taken away by bushfire. By letting people walk in those unfortunate shoes, we’re trying to ensure they never actually have to.”

The integrated campaign is led by an emotive 30-second TVC that features a real-life, fire-ravaged home.

Shot on location in a single day, it suggests a bushfire has taken everything – a home, a pet, a loved one, but with a lump in the throat, we’re relieved to see the family and their dog return to their burnt home.

Transitioning back in time, we then see the family thankfully made a bushfire survival plan.

QFES campaign manager, Ashley Bond said, “ bushfire survival plan may not save everything but being prepared before bushfire season can help save what really matters. Khemistry has helped put that into perspective with this incredibly human and captivating campaign.”

Using emotive visual cues, including a melted dog bowl and burnt children’s bike, the campaign strategically uses loss aversion to resonate with a broad audience. While preparatory bushfire behaviours are positively framed to educate and empower Queenslanders about the actions required.

“We’re confident the strategy behind this campaign and the true-to-life creative will help drive positive behaviour change, and see Queenslanders prepare for bushfire season ahead of time – no matter where they live,” Bond added.

Launching this month across Queensland TV, radio, outdoor and online channels, the “What have you got to lose?” campaign follows the successful 2019 “Back it up” campaign produced by Khemistry for QFES.

The 2019 campaign drove a 38 per cent reduction in the number of drivers that said they would drive through flood water if they thought it was safe to do so.


Client – Queensland Fire & Emergency Services

  • QFES Campaign Manager: Ashley Bond

Agency – Khemistry

  • Creative Director: Lindsay Thompson
  • Senior Art Director:  Simon Budzevski
  • Senior Copywriter: Tim Kelly
  • Head of Strategy: Caroline Starecky
  • Graphic Artist: Gaelle Masurier
  • Integrated Artist: Steven Wallwork
  • Head of Client Services: Dianne Grice
  • Account Executives: Natalie Linsdell, Sharon Grobler
  • Editor: Phil Hagstrom
  • Music Composition and SFX: David Gaylard
  • Production Company: Taxi
  • Director: Davros
  • Executive Producer: Andrew Wareham
  • Producers: Katrine Bowman, Simone Mackie
  • Colour Grade: Justin McDonald
  • VFX: Chop Shop Post

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bushfire season bushfires Khemistry QFES Queensland Fire & Emergency Services

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