NSW RFS asks ‘how fireproof is your plan’ in powerful campaign via J. Walter Thompson

In the lead up to peak bush fire season, a new campaign, developed by J. Walter Thompson Sydney, asks NSW residents ‘How Fireproof is Your Plan?’, using powerful human stories that contrast the destructive power of fire with the dangers of insufficient planning and preparation.  

Developed for the NSW Rural Fire Service (NSW RFS), the campaign dramatizes a series of situations where bush fire plans have not reduced risk to people or livestock because the key questions of when they will leave, where they would go and what will they take, were not addressed in advance or in detail.

VIEW THE 75 SEC SPOT

VIEW THE 60 SEC SPOT

VISIT THE MICROSITE

Says Simon Langley, ECD, J. Walter Thompson: “We know that while 69% of people in bush fire prone areas have some form of plan, it’s critical they deepen its quality to improve their chances of survival. Our strategy therefore focuses on the need for self-reflection regarding what is, and what is not a viable plan in the face of a bush fire.

“We have always enjoyed working with the NSW RFS. They’re a brave client who trusts their agencies and help make work that changes behaviour.  We’re grateful to have had the opportunity to create such a powerful idea and bring it to life in such an epic way.”

The simple question ‘How Fireproof is Your Plan?’, is posed throughout the creative, launching via TVC, cinema, OOH, digital, microsite, and other community engagement assets this week.  All aim to drive residents living in at risk locations to a specially developed microsite myfireplan.com.au to review or refine their bush fire survival plan.

Says Anthony Clark, director corporate communications, NSW RFS: “We were excited to work with J. Walter Thompson on this project.  Their strategic and creative thinking has brought to life a powerful idea that will help increase the quality of bush fire planning and preparation.”

It is the third campaign the agency has developed for the NSW RFS and continues a highly successful partnership, with previous campaigns such as ‘Planning to Make a Plan is Not a Plan’ (2012) and ‘I Am Fire’ (2015) together winning five Effies, a Gold APG award and multiple other creative awards.

All three campaigns have focussed on improving the quality of bush fire planning and preparation, while also increasing the personal responsibility taken by individuals living in at risk households across NSW. The latest campaign takes the next step in driving this behaviour change.

Client – NSW Rural Fire Service

Executive Producer – Loren Bradley

Managing Director: Edward Pontifex

Photographer – Jono May