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...