South Australian CFS urges action with haunting ‘Fire, Fire, Go Away’ television campaign via NATION


The South Australian Country Fire Service (CFS) has released a confronting campaign via NATION as bushfire season approaches.


Research shows that it’s children and pets that are the most compelling motivators for at-risk audiences. The hero TVC taps into this, heightening the emotion from previous years while building upon the existing brand language and ‘Why risk it?’ line.

Says Katheryn Korczak, head of copy at NATION: “We knew strategically it was important to focus on the message but creatively the power would come from who delivered it. By putting a twist on a well-known nursery rhyme, we were able to juxtapose innocence with the reality of bushfires.”

Says Fiona Dunstan, manager information operations at CFS: “We know that people understand bushfire risk but they do not personalise it, this year’s campaign provides an important powerful and emotional element which aims to make people question what they are willing to lose, and therefore plan accordingly.”

The haunting 30s ad is accompanied by two tactical 15s TVCs that alleviate any lingering emotional anxiety by providing simple steps to be bushfire ready.

The campaign appears across TV, radio, digital, press and outdoor.

Client: SA CFS
Manager Information Operations: Fiona Dunstan
Senior Media and Communications Officer: Alison Martin
Communications Officer: Kathy Baklan

Creative Agency: NATION
CEO: Greg Knagge
Creative Director: Nick Brz
Head of Copy: Katheryn Korczak
Project Director: Greg Faull
Agency Producer: Judi Oehme
Strategy Director: Charlotte Clarke

Production Company: Taxi Film Production
Director: Ali Cameron
Producer: Mark Bishop
DOP: Ben Shirley
Post-Production: Chop Shop
Post-Production Producer: Lucy Markovich
Offline editor: Annika Damon
Colour Grader: Billy Wychgel
Visual FX: Glen Cone
Casting: Angela Heesom Casting
Sound House: Astbury Audio
Audio Engineer: Justin Astbury