Social marketing

Campaign: Summer Fire Safety

Client: Victoria Department of Justice

WPP Company: BADJAR Ogilvy Australia

Recent research has highlighted that despite frequent and sometimes devastating bushfires, 70% of people living in high risk areas do not know their fire plan or have not even made one. BADJAR Ogilvy was asked by the Victoria Department of Justice to develop a campaign to increase awareness of the risks associated with bushfires and encourage people to develop fire plans. The resulting hard-hitting campaign shook people out of their complacency, instilled a sense of responsibility within the individual to be prepared and compelled them to act. The campaign extended across TV, radio, print and outdoor, with all work supporting one core message: Don’t risk your life or the lives of your family by not being prepared for a fire.