Apathy the target as Australian rural fire service gears up for a hot summer with new integrated campaign via The Campaign Palace
Australia: The Campaign Palace name may be no more in Australia but they ended on a high note with one of their best campaigns of recent years. After two wet seasons of growth in rural New South Wales what fire fighters fear now, more than the driest summer in decades, is apathy. People need to know how to protect themselves, their families and property over this upcoming fire season. Having a bush fire survival plan is essential. And not something that can wait ’til later.
In what has turned out to be the last campaign created by The Campaign Palace, Sydney, the agency was tasked to create a hard hitting targeted outdoor, newspaper, radio, social media and TV – designed to turn that apathy into action.
Anthony Clarke, Group Manager Corporate Communications NSW RFS says: “For the past three years, we’ve run the Prepare Act Survive awareness campaign. This fire season is shaping up to be a difficult one so it was important we got the message out clearly that now is the time to prepare.
“Most people know they should have a plan for what to do during a fire but sadly many people fail to plan for one. This campaign is a real opportunity to influence public safety and it’s been great to develop, refine and now deliver probably the biggest bush fire safety campaign across the country this season”
Reed Collins, former CCO of The Palace adds: “I am fortunate to have been able to see this project through as it was intended. And hope that it really does get people thinking and to change their behavior in the coming months. A lot of very talented people have contributed to this work, the last ‘campaign’ from The Campaign Palace. A pretty good note to end on, I feel.”
The NSW RFS business was retained by TCP back in February in a three way pitch against Y&R Sydney and JWT Sydney with this work. Since then The Palace Sydney has been folded into JWT Sydney.
TV:
Director: Dave Klaiber
Chief Creative Officer: Reed Collins
Copywriter: Reed Collins
Art Director: John Koay
Producer: Vicky Rhedey
Graphic Designer: Helen Sham
Sound: Nylon
Post Production: Heckler
Production Producer: Rachel Piaget
Radio Director: Ralph van Dijk
Studio: Bento Productions
Print:
Chief Creative Officer: Reed Collins
Copywriter: Reed Collins
Art Director: John Koay
Producer: Vicky Rhedey
Post Production: Heckler
Radio:
Chief Creative Officer: Reed Collins
Copywriters: Reed Collins, Karl Fleet, John Koay
Producer: Vicky Rhedey