Apathy the target as NSW rural fire service gears up for a scorcher 2013 with new integrated campaign via The Campaign Palace, Sydney

Screen shot 2012-10-19 at 7.52.33 AM.jpgAfter two wet seasons of growth in rural NSW what fire fighters fear now, more than the driest summer in decades, is apathy. People need to know how to protect themselves, their families and property over this upcoming fire season. Having a bush fire survival plan is essential. And not something that can wait 'til later.

In what has turned out to be the last campaign created by The Campaign Palace, Sydney, the agency was tasked to create a hard hitting targeted outdoor, newspaper, radio, social media and TV - designed to turn that apathy into action.

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Screen shot 2012-10-19 at 8.11.34 AM.jpgAnthony Clarke, Group Manager Corporate Communications NSW RFS says:  "For the past three years, we've run the Prepare Act Survive awareness campaign. This fire season is shaping up to be a difficult one so it was important we got the message out clearly that now is the time to prepare.
 
Screen shot 2012-10-19 at 9.15.32 AM.jpgScreen shot 2012-10-19 at 9.15.50 AM.jpgScreen shot 2012-10-19 at 9.16.04 AM.jpg"Most people know they should have a plan for what to do during a fire but sadly many people fail to plan for one. This campaign is a real opportunity to influence public safety and it's been great to develop, refine and now deliver probably the biggest bush fire safety campaign across the country this season"
 
Reed Collins, former CCO of The Palace adds: "I am fortunate to have been able to see this project through as it was intended. And hope that it really does get people thinking and to change their behavior in the coming months. A lot of very talented people have contributed to this work, the last 'campaign' from The Campaign Palace. A pretty good note to end on, I feel."
 
The NSW RFS business was retained by TCP back in February in a three way pitch against Y&R Sydney and JWT Sydney with this work. Since then The Palace Sydney has been folded into JWT Sydney.

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TV:
Director: Dave Klaiber
Chief Creative Officer: Reed Collins
Copywriter: Reed Collins
Art Director: John Koay
Producer: Vicky Rhedey
Graphic Designer: Helen Sham
Sound: Nylon
Post Production: Heckler
Production Producer: Rachel Paget
Radio Director: Ralph van Dijk
Studio: Bento Productions

Print:
Chief Creative Officer: Reed Collins
Copywriter: Reed Collins
Art Director: John Koay
Producer: Vicky Rhedey
Post Production: Heckler

Radio:
Chief Creative Officer: Reed Collins
Copywriters: Reed Collins, Karl Fleet, John Koay
Producer: Vicky Rhedey

19 Comments

Mike said:

Wasn't there a big hoo-haa about the Palace closing down a few months ago?? What happened there?

There in the 80s said:

Best work for decades.

R.I.P said:

Great TV. If the Palace had done more work like this in recent years, who knows...

CD said:

Headlines are too long and clunky.
Good images.
Poor Typography.
Adios Palace.

Everyone's a critic said:

Once again we see another ad with bad typography. Do we not appreciate craft anymore??? Nice idea though.

Sam Yeomans said:

Top shelf!

Dion said:

Best Tv campaign I've seen in ages. Well done. Such a nice change from the usual shit put up here.

Old mate said:

awesome work! outstanding direction!! Well done to all involved.

Northy (VIC) Northo (NSW) said:

Really nice. Really simple idea and really striking pictures.

Well done Reed, you psycho.

CB said:

Well done DK - looks awesome

andrew said:

What a great looking campaign. Those TV ads are remarkable. As Dion said, a nice change from the normal rubbish we see.

meh said:

nice idea, art direction lets the print down though.

Nice work Dave said:

Very funny. At first I wasn't sure if that was the right tone to take, but thinking about it, if the serious messages haven't worked, try a different tack.

Well done.

Accurate Insight said:

The insight is spot on, not just for bush fires but for anything that's derailed by a combination of human apathy and complacency. Of which there's quite a lot about.

Nice campaign.

Additional Credit said:

Well done again Toni Higginbotham Casting

Same-ad-done-three-times said:

The same-ad-done-three-times isn't a campaign - the same thing said in three different ways, is.

To State The Bleeding Obvious said:

It's just a pity that this excellent execution only works for bushfire apathy, 5:59.

bad performance said:

terrible performances here. Is it the talent or the direction?

Bee said:

Reed is a class act.

Great work.

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