Queensland Fire and Emergency Services
Opportunity
When it comes to bushfires, the greatest danger is complacency. Few people take preventative action because they simply don’t think it will happen to them. Even in at-risk areas, at least 40% of households were not aware they were potentially living in a bushfire’s path.
As bushfire season approached, QFES (Queensland Fire and Emergency Services) wanted to highlight how quickly the unexpected can happen – and that it’s time to wake up to a very real threat and make a bushfire plan.
Solution
We created an online video that initially shows people what they expect – a perfect Queensland day. Only it quickly becomes apparent that the orange glow is no sunset and things turn to horror in a moment.
Once we’d created awareness of bushfire risk, viewers were directed to a postcode checker on the campaign’s landing page. Those highlighted at risk were invited to complete a bushfire survival plan. All users were encouraged to check for – or share with – family and friends. It’s a powerful piece of work designed to spark a conversation that may well save lives.
The online postcode tracker tool was used an incredible 46,991 times from 1 August to 31 October.
Social engagement was particularly strong with many people commenting that they had seen the campaign and had taken action.
The video, link, canvas and carousel ads on Facebook achieved a huge 5,405 likes, 327 comments and 1,602 shares.