South Australian Country Fire Service launches ‘Ready or Not’ bushfire campaign via Nation
With bushfire season fast approaching, the South Australian Country Fire Service (CFS) has launched a powerful new campaign via NATION.
The element of time and the fact that ‘Bushfires don’t wait’ led to this new concept for the South Australian Country Fire Service.
Some at-risk residents still leave their homes too late during a bushfire, and others don’t take the time to write and share their bushfire plans. This all leads to disastrous consequences.
With a fire season fast approaching, it was imperative to warn families and highlight what could happen if they don’t prepare early.
Says Nick Brz, Creative Director at NATION: “As an Adelaide Hills resident, this campaign holds deep personal significance for me. I’m continually reminded of the tireless work the CFS undertakes year-round to keep our communities safe. For the past seven years, we’ve partnered closely with the CFS, drawing on their expertise to develop communications that reflect the distinct challenges of each fire season while empowering the community to take meaningful steps towards bushfire readiness.”
Says Monique De Silva, Manager Public Information at CFS: “Bushfires don’t wait – and neither should anyone who lives, works or travels through a bushfire risk area. This campaign urges South Australians to understand the risks and make a bushfire plan before it’s too late. NATION has delivered this message with urgency and impact, helping ensure it reaches the people who need it most.”
The campaign appears across TV, radio, digital, press and outdoor.
SA CFS:
Monique De Silva – Manager Public Information
Madeline Hosking – Marketing and Social Media Officer
Government Advertising and Insights Hub:
Richard Blackwell – Advertising Program Manager – Positive Behaviours (Safety)
Elke Brintrup Krueger – Advertising Campaign Lead – Positive Behaviour (Safety)
Laura Perry – Advertising Campaign Coordinator – Positive Behaviour (Safety)
NATION:
Creative Director – Nick Brz
Head of Copy – Katheryn Korczak
Agency Producer – Judi Oehme
Strategy Director – Ben Nitschke
Production House – Proetic Productions
Director – David Ockenden
Producer – Erica Ockenden
DOP – Michael Tessari
Post-Production – Sam Matthews
Visual FX – Andreas Heikaus from Stickbird studio.
Casting – South Australian Casting
Sound House – Seeing Sounds
Audio Engineer – Scott Illingworth
Stills photographer – Alex Robertson
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