NRMA & CHE Proximity Unveil New Bushfire Awareness Campaign

NRMA & CHE Proximity Unveil New Bushfire Awareness Campaign

NRMA Insurance and CHE Proximity are launching a new, purpose-driven brand platform called First Saturday. Created in partnership with NSW Rural Fire Service, NSW State Emergency Service and Australian Red Cross, First Saturday calls on Australians to dedicate the first Saturday of every month to helping first responders by doing one small task to make their homes safer.

First Saturday was born out of two key insights:

1. The COVID-19 Brand Navigator Report, commissioned by NRMA Insurance, shows Australia as a nation in flux, with safety now the number one value; painting a picture of self-survival and protection

2. In addition, with Australians spending more time in their homes, there has been a boom in DIY projects. Against this, the initiative seeks to reframe home safety chores as meaningful help. While each task may be small, such as clearing debris from the yard, trimming branches or getting safety equipment, the problems they create when not done could be significant.

NRMA Insurance marketing director Sally Kiernan said, “First Saturday isn’t just another campaign, it’s an ongoing legacy of HELP, which is at the core of NRMA Insurance’s brand purpose. We’re giving Australians a reason to make their homes safer and by encouraging the completion of just one task a month, we’re making it easy for people to get involved and feel like they’re doing their bit.”

The fifth of September – the first Saturday of the campaign – marks a year since Australia’s devastating bushfires took hold. Some 6,000 firefighters and first responders rushed out to battle the blazes, risking their lives to save homes, wildlife and people. Meanwhile, the rest of the nation, and the world, watched on feeling helpless. This is an opportunity for us all to help the helpers.

The campaign was launched last night (August 16) and re-enacts four RFS NSW volunteers responding to a rural bushfire. The powerful brand film re-invigorates the conversation around how 2020 really began. A 360 integrated campaign will roll out in the lead up to the inaugural First Saturday, on 5th of September.

It includes captivating radio spots which bring to life the drama and essence of the bushfire response, as well as task-based films, social activations, newspaper spreads, OOH and many other touchpoints. The launch spot is directed by acclaimed Director Justin Kurzel, best known for film True History of The Kelly Gang, Macbeth and Snowtown. It features real RFS NSW members who fought during last summer’s bushfires, heading towards an emergency, punctuated by now-infamous dates of fire disaster in Australia’s history.

Kurzel said, “It was pretty extraordinary to work with actual firefighters from RFS NSW. For them to reflect on their brave and committed actions last summer, and give such open and committed performances, was a real privilege to direct. Thanks to CHE PROXIMITY and NRMA Insurance for their boldness and trust in placing real firefighters who risked their lives at the centre of this film.”

CHE Proximity chief creative officer Ant White said, “Australia has a culture of dedicating days to disasters. Names like Ash Wednesday, Black Friday and Black Saturday are tragically etched into our national psyche. By dedicating a day to prevention – First Saturday – we’re hoping to create a new, more hopeful narrative.”

First Saturday begins September 5 and continues on the first Saturday of every month for the next 12 months.

 




Please login with linkedin to comment

Ad campaigns CHE Proximity NRMA

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]