Australian fires are vicious and unpredictable. Australian fire season is now. The Department of Justice and Community Safety (DJCS) and VML have launch a state-wide public service campaign in Victoria encouraging all Victorians to be better prepared and leave early this fire season.
Recent rainfall across some parts of the state has resulted in a reduced bushfire risk due to the significant moisture and regrowth, however, Victorians, even those living on the urban fringe, need to be prepared for the risks of grassfires and bushfires. The danger of fire is still high.
View this post on Instagram
The campaign is a series of hard-hitting commercials that show the unpredictability and dangers of fire, including smoke disorientation, sudden wind change affecting fire direction, and being overrun by flames when staying to defend property. Each commercial highlights the risks that can be avoided if Victorians have a fire plan ready and leave early on Extreme or Catastrophic Fire Danger Rating days. The films, directed by Rune Milton with production house, AirBag, use natural performances to bring the campaign message close to home.
The full campaign connects with potentially affected Victorians through social, digital, digital audio, radio, press and OOH, TVCs and OLVs, throughout the fire season.
In this year’s updated program, Victorians also have access to a digital tool to help them with bushfire planning, preparation and readiness. For the first time in Victoria, users can create a fire plan online, customised to their needs and shareable with friends and family. The tool also contains information for travellers and those living on the urban fringe at risk of grass fire.
Rose Suys, client service director, VML, commented, “This campaign is vital for the safety of all Victorians and comes with great responsibility. The Department of Justice and Community Safety team have been brilliant partners throughout the development of this work, and we hope this is a step towards a future where fire preparedness becomes second nature to all Victorians.”
Stephanie Gwee, creative director, VML, added, “Authenticity is at the heart of this campaign. Many of the crew have had personal experiences with bushfires. We wanted the work to show the realistic horrors of fire, yet provide a simple solution to prevent all that from happening. The honest and oftentimes heart wrenching conversations we’ve had with people made it as human and emotive and grounding as it could be. “
Credits:
Client: Victoria Government, Department of Justice and Community Safety
Executive Director: David Stockman
Senior Manager, Campaigns: Michelle M Windsor
Senior Adviser, Campaigns: Jenny Vu & Brianna Kerin
Adviser, Campaigns: Alister Mew
Agency: VML Australia
Chief Creative Officer: João Braga
National ECD: Stu Turner
Creative Director: Stephanie Gwee, Iain MacMillan
Associate Creative Directors: Lachlan Newham, Jack Elliot
Chief Strategy Officer: Melanie Wiese
Strategic Planner: Connie Watters
Client Service Director: Rose Suys
Account Director: Anna Parker
Account Managers: Annabelle Sheridan, Lauren Miles
Senior Producers: Luisa Peters, Emma Donaldson, Miryana Velyanovski
FA Artists: James Ayling, Sarah Cameron
Film Production Company: AirBag
Director: Rune Milton
Executive Producer: Martin Box
Sound Production: Chemistry
