NSW Rural Fire Service: Turning Apathy into Action

This case study details how the New South Wales Rural Fire Service (NSW RFS) increased awareness of the risk of bushfires in Australia.

NSW Rural Fire Service: Turning Apathy into Action

Angela MorrisJ. Walter Thompson, Sydney

Challenge

How do you change behavior when the very real potential of death itself isn't enough?

Every year bushfires pose a serious threat to Australian homes and lives. Householders that prepare their homes and have a plan of action for a bush fire are significantly more likely to escape unscathed. Yet, almost half of high-risk NSW householders were failing to prepare, adopting a 'wait and see' approach.

Our objective was to increase the number of at risk households that understood their level of risk and did...

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