Too many of us think disaster only happens to other people. And it’s this complacent attitude that leads to tragedy during bushfire season. Since 2017, NATION has worked closely with the South Australian Country Fire Service on the annual bushfire ready campaign, reminding at-risk audiences to stay vigilant. Year on year, our strategy has evolved to best fit the most pressing problem.
Steps to survival.
The first campaign motivated this behaviour change with the help of the introduction of the 5 Minute Bushfire Plan. The next year we shifted to a tactical focus, urging people to take active steps to survive with our checklist messaging and graphics.
Capitalising on previous years’ success, the approach for the 2019 campaign was to raise the bar again, dialling up the emotional resonance to hit home just how much damage a bushfire can do.
Strategic Creativity Delivered
Own your actions.
Research revealed that younger audiences didn’t consider their own lives to be a compelling motivator to act. We harnessed this insight to develop the campaign’s strategic direction: ‘Own your actions’, placing an emphasis on the ones who rely on us to survive.
Our creative response asked, “What would you be prepared to lose when, not if, bushfire hits?”. A haunting twist on a well-known nursery rhyme, the resulting ‘Fire Fire Go Away’ campaign juxtaposed the innocence of childhood with the ferocity of fire to powerful effect. The takeaway was clear: do your 5 Minute Bushfire Plan—it could save the ones you love.
Note: No 2019/20 campaign results are available at this time, as post-campaign analysis and consumer research is not completed.