SA CFS launches new ‘complacency kills’ bushfire campaign via NATION Creative
The South Australian Country Fire Service (CFS) is tackling the ongoing issue of bushfire complacency in its latest campaign via NATION Creative.
Says Neil Charter, principal communications officer, CFS: “Convincing people they need to be prepared for something that they think may never happen is a tough ask, particularly in a world of ever increasing priorities.”
By highlighting the everyday thoughts of residents living in bushfire areas, there’s a greater chance that individuals will self-identify with the messages and recognise that ‘complacency kills’.
Says Charter: “In partnership with NATION Creative we have been able to carefully construct an insight and strategic approach that I believe is on target to influencing significant behavioural change.”
The CFS is encouraging everyone to do their 5-minute bushfire plans and learn exactly how to be bushfire ready with a new action-based phrase that is part of the tactical campaign: ‘PREPARE & PLAN straightaway, LOOK & LISTEN every day’.
Says Charter: “We acknowledge a major public problem without chastising; at the same time offering up a solution that is both convenient and achievable in saving lives this summer.”
Agency: NATION Creative
Managing Director: Greg Knagge
Strategy Director: Charlotte Clarke
Creative Director: Nick Brz
Copywriter: Katheryn Korczak
Business Dev. Director/Project Director: Esther Sterk
Project Director/Producer: Greg Faull
Executive Producer: Judi Oehme
Production partners:
Director: Jody Dwyer
Production company/producer: FireBox Films – Leona Cichon
DOP: Miles Rowland
VFX/Editor: Mark McKenna – Sparkl
Audio Engineer: Mattrixx – Matt McKenzie-Smith
Retoucher: Joshua Dasey