Apathy the target as Australian rural fire service gears up for a hot summer with new integrated campaign via The Campaign Palace

Screen shot 2012-10-19 at 7.52.33 AM.jpgAustralia: 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.

VIEW THE TV SPOT
VIEW THE CAR SPOT
VIEW THE COMPUTER SPOT
Screen shot 2012-10-19 at 8.11.34 AM.jpgAnthony 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.
 
Screen shot 2012-10-19 at 9.15.32 AM.jpgScreen shot 2012-10-19 at 9.15.50 AM.jpgScreen shot 2012-10-19 at 9.16.04 AM.jpg"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.

VIEW THE CAR AD
VIEW THE COMPUTER AD
VIEW THE FAMILY AD

PLAY THE SIRENS SPOT
PLAY THE CAR SPOT
PLAY THE HOSE SPOT 


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

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.