Victoria Government reminds Victorians that leaving early is the safest option this fire season in new public service campaign via VML

The Department of Justice and Community Safety (DJCS) has partnered with VML to launch a state-wide public service campaign 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.

Each hard-hitting commercial shows 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.

Directed by Rune Milton with production house Airbag, the result is visually realistic and powerful storytelling that stops people in their tracks, with natural performances that remind us of the loved ones we need to stay safe for.

The comprehensive and dynamic approach connects with potentially affected Victorians through social, digital, digital audio, radio, press and OOH, TVCs and OLVs, throughout the fire season.

As part of 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.

Says Rose Suys, client service director, VML: “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.”

Says Stephanie Gwee, creative director, VML: “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.”

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 Directors: 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 Artist: James Ayling, Sarah Cameron

Production Company: AIRBAG
Director: Rune Milton
Producer: Karen Sproul
EP/Head of Production: Martin Box
Managing Partner: Adrian Bosich
Cinematographer: Jeremy Rouse
VFX: AIRBAG VFX & Chemistry
Music Supervisor and Sound Designer: Kevin Koch (Chemistry Sound & Music)
Composer: Jonas Horstad Larsen

Editor: Drew Thompson
Offline: ARC Edit