NSW Rural Fire Services: From Apathy to Action

This case study looks at Australia's NSW Fire Service, who brought citizens out of apathy and into action by targeting houses at high risk of bushfire and repositioning action as the inescapable right choice.

NSW Rural Fire Services: From Apathy to Action

Executive Summary

From Apathy to Action

How do you change behavior when the very real potential of death and destruction isn't enough? This campaign targeting households at high risk of bushfire had to overcome entrenched apathy that was leaving them unprepared and vulnerable. A revealing insight helped us personalize risk by repositioning bushfire and reframing action in a way that made it the inescapable right choice - not just attitudinally, but in terms of the real world behavior change that it drove. The campaign met and exceeded the year three targets after...

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