For this campaign, we revitalised "Bushfire: Why risk it?" as the primary tagline while introducing a complementary message: "Be prepared. Be aware." This dual approach reinforces the importance of preparedness and awareness in bushfire safety.
Our strategy focused on three key areas: creating a bushfire plan, understanding alerts and warnings, and staying informed through official channels. The campaign's messaging was designed to adapt across different media, ensuring a seamless and impactful communication strategy.
A pivotal element was the development of a new TVC for Tasmania, featuring a bushfire survivor and a firefighter as key visual figures. This piece serves as the campaign's anchor across TV, digital, and print, delivering a lasting and adaptable message for the years ahead.
The bushfire safety campaign posters effectively convey the urgency and importance of preparedness and awareness during bushfire season. Featuring a firefighter and a bushfire survivor, these visuals bring authenticity and emotional weight to the messaging. The bold typography of "Bushfire: Why risk it?" and "Be prepared. Be aware." ensures immediate impact, reinforcing the key themes of planning, staying informed, and taking action early. Complemented by warm yet intense tones, the structured design enhances visibility across print, newspapers, and outdoor placements, ensuring accessibility to a broad audience. Including a QR code, website link, and emergency contact number provides direct access to critical bushfire safety resources, making the campaign informative and actionable.
The digital component of this campaign plays a crucial role in amplifying its reach and engagement. A multi-channel approach was implemented, leveraging platforms like Google Display and YouTube to ensure the message reached audiences across different touchpoints. Google Display ads provided high visibility across websites and apps, reinforcing key messages through targeted placements. Meanwhile, YouTube ads delivered impactful video storytelling, bringing the campaign’s core themes—preparedness and awareness—to life through compelling visuals and real-life narratives. This strategic mix of digital media ensured that the campaign had broad exposure and engaged audiences where they consume content daily, maximising awareness and action.
Meta (Facebook & Instagram) played a crucial role in extending the reach and impact of this campaign, allowing for highly targeted messaging through a diverse video content strategy. With over 16 videos, the campaign effectively delivered tailored messages addressing key bushfire safety themes, including preparation, preventive actions, travel safety, alerts, and emergency readiness. The structured ad sets ensured that each message was delivered to the right audience segment, reinforcing critical safety actions. The 30-second hero video, a carousel ad, and a series of short-form videos (15–20 seconds) allowed for maximum engagement, adapting to different user behaviors across social media. This multi-format approach ensured that key safety messages were not just seen but retained and acted upon, making Meta an essential pillar of the campaign’s digital outreach strategy.
