Wunderman Thompson Melbourne has been appointed by the Victorian Department of Justice and Community Safety (DJCS), to develop a three-year campaign to drive long-term change in the awareness, attitudes and behaviour of Victorians in relation to fire.

Working with the Strategic Communication Branch within the DJCS – which manages the project on behalf of and in collaboration with Emergency Management Victoria (EMV), the Country Fire Authority (CFA), Metropolitan Fire Brigade (MFB) and other agencies across government – Wunderman Thompson Melbourne will be responsible for the creation of a campaign platform to prompt all Victorians to be better prepared for the threat of bushfire and grassfire this coming summer.

“Victoria is one of the most fire-prone areas in the world and shifts in climate have resulted in Victoria’s fire seasons becoming longer and more severe. This duration and severity combined with a growing urban fringe as Melbourne’s housing footprint expands means that it’s not just rural areas that are at risk. Data showed that perception of personal fire risk was trending lower, so the campaign will create a strong sense of vulnerability to drive re-consideration and action,” said Wunderman Thompson chief strategy officer Angela Morris.

“It’s hard to imagine a more important campaign in terms of driving widespread attitude and behaviour change amongst all Victorians. We’re very aware of the responsibility that comes with this appointment and look forward to partnering with the DJCS team and its stakeholders to deliver a highly impactful and effective platform,” said Wunderman Thompson Melbourne partner Nick Muncaster.

The campaign will be live in advance of summer.