SA Country Fire Service launches ‘Know you are at risk’ ad campaign via Black Sheep, Adelaide

As evidenced by the terrible fires in NSW, Bushfires are an issue for all Australians. In Australia’s driest state, South Australia, the threat of serious, even catastrophic bushfire is a perennial problem; a problem with no beginning and no end.

The first phase just launched uses a mnemonic – the ubiquitous ‘danger tape’ to illustrate a constant, never ending danger. The tape is recognisable, it carries a warning – ‘be aware, this is serious and can’t be ignored’ but it also demands action – it drives you to find out more.

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The campaign was launched at the start of Bushfire Fire Action Week. It will run across TV, press, both local and rural, radio across the State, ambient and outdoor and digital platforms.

“Through the wetter winter months, the danger merely grows in scale and potential before morphing into explosive, tinder-dry fuel. The effect is a constant, unpredictable threat that hangs over our lives, our homes and our flora and fauna everywhere. Many of us aren’t aware that we live in a Bushfire risk area and many who do choose to ignore the danger”, said Neil Charter, the CFS principal communications officer.

Says Black Sheep Advertising’s account manager Marius Zanin: “This year, the CFS required a campaign that would heighten the awareness of knowing the risk and targeting those who are oblivious to the risk of Bushfires.”

Client: SA Country Fire Service (CFS)

Production Company: Resin