Country Fire Service of South Australia reminds communities to stay safe against bushfires in latest campaign via Black Sheep Advertising
South Australia is incredibly prone to Bushfire – and history proves this. To remind the community that bushfires will happen again and encourage residents to take simple steps to take care of themselves and their families, Country Fire Service of South Australia has launched two TVCs along with online content via Black Sheep Advertising, Adelaide.
The CFS attends over 3000 fires a year. Some are large, some are small – all of them carry the potential and capacity to become a catastrophic bushfire. History and research shows that it’s just a matter of time before a major bushfire event will happen again.
This year the CFS’s 2016/17 summer campaign gets straight to the point in reminding the public that “Bushfires will happen again” and they need to “plan to survive”. The message is real and current and is already resonating with South Australians from the amount of feedback received across social media channels.
In support of providing a public solution to this inevitability CFS has developed a new online tool where people can easily create, save and share their own personalised “Plan to Survive”. (www.cfs.sa.gov.au/myplan).
The campaign will use television, cinema, press, radio, digital, social media and community based collateral.
Two 30 second TV spots – Hills and Plains – showcases picturesque familiar locations around South Australia, then matches the footage of those locations burning during a major bushfire.
The campaign music track features the iconic Crosby, Stills and Nash song ‘Our House’, hauntingly covered by Katie Noonan.
The campaign also includes a collection of short emotional testimonials on TV and online from seven different individuals from around the State who have experienced bushfire first hand. This again highlights “I didn’t think it would happen to me, but it did”.
The campaign launched 23/10/16 in time for Bushfire Action Week starting 30/10/16.
2 Comments
The matched footage idea is very, very good but the execution could be a lot better. Some shots work much better than others. Obviously with an idea like this you’re working in reverse, but I can’t help thinking if the matching was more obvious it would be the perfect advertising idea, and all the more chilling and persuasive for it. Good choice of song too.
I would love a copy of Katie singing this song but can’t find it anywhere. It fits the ad perfectly. Absolutely wonderful ad. Sends a strong message.