NSW Rural Fire Service: Overcoming "It won't happen to me"

Agency: JWT & The Campaign Palace

Advertiser: NSW Rural Fire Service

Author: Sari De

Total Campaign Expenditure: $2 – 5 million

Executive Summary

This case shows how strong insight and a great creative idea overcame a problem that plagues so many behaviour change campaigns – how to get people to face up to risk and act in their own interest? It is the story of how we changed the optimistic 'she'll be right' Aussie attitude to living in a high-risk bush fire area, from complacency to preparedness, by stimulating an urgent sense of vulnerability. The campaign triggered an emotional response so strong that it motivated the highest Bush Fire Survival Plan downloads and completions ever achieved in NSW by an astonishing margin.

Strategic communications challenge