REGIONAL FIRE SERVICE CAMPAIGN by GPY&R Melbourne, The Campaign Palace for NSW RFS (New South Wales Rural Fire Service)

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REGIONAL FIRE SERVICE CAMPAIGN

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Industry Public awareness
Media Direct marketing
Market Australia
Agency GPY&R Melbourne
Agency The Campaign Palace
Director Dave Klaiber
Art Director John Koay
Designer Helen Sham
Released November 2012

Credits & Description

Advertiser: NEW SOUTH WALES RURAL FIRE SERVICE
Agency: GEORGE PATTERSON Y&R, THE CAMPAIGN PALACE
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: REGIONAL FIRE SERVICE CAMPAIGN
Art Director: John Koay (Gpy/R Melbourne)
Designer: Helen Sham
Account Directors: Holly McDavitt
Planner: Karen Dwyer (Gpy/R Melbourne)
Chief Creative Officer: Reed Collins (Gpy/R Melbourne)
Group Account Director: Toby McKinnon (GPY&R Melbourne)
Director: Dave Klaiber (Gpy/R Melbourne)
Account Directors: Sari De
Agency Producer: Vicky Rhedey (Gpy/R Melbourne)

Implementation
To snap people out of this apathy we dramatized seemingly everyday conversations people have when they put things off – by placing them in very real situations of loss and tragedy. A powerful reminder that ‘planning to make a plan, is not a plan’. And to get them to download and complete their bush fire survival plan at rfs.nsw.gov.au immediately. We set a fairly ambitious target of 30,000 downloads of the Bush Fire Survival Plan at the start of the campaign (this is three times as many as were downloaded in 2009 following the Victorian fires).

Execution
To reach this remote audience was through regional network TV, outdoor, radio and PR well in advance of any tragic news coverage over the summer months. And to get them to download and complete their bush fire survival plan at rfs.nsw.gov.au immediately. This consistent message of ‘having a plan’ was a crucial soundbite for the commissioner, fire fighters and volunteers in driving people to do so. Especially during a period in which The Australian Bureau of Meteorology would add dark purple and magenta to its color-coded weather forecasting map to represent temperatures of 51 to 54 degrees Celsius.

Outcome
To date this season we’re running at around 65,000 downloads – or 216% of the target. It’s been particularly encouraging that there’s been a consistent line of ‘having a plan’. Tuesday 8 January was, put simply, one of the worst days ever experienced in terms of fire conditions. This is the worst fire we’ve experienced in around a decade and will have long lasting effects on the local community there. Perhaps the best result out of what we’ve gone through in the past few months is the most important stat – no lives lost.

Client Brief Or Objective
Australia is prone to some of the most devastating bush fires in history because of its dry climate. But after two wet seasons and growth in rural NSW, what fire fighters feared more than the driest summer in decades was in fact ‘APATHY’. The people of rural NSW needed to know how to protect themselves, their families and property more than ever preceding the summer of 2013. That having a bush fire survival plan was essential. And not something that could wait ‘til later.