NSW RFS and J. Walter Thompson ask ‘How Fireproof is Your Plan?’ in powerful new campaign

15th October

In the lead up to peak bush fire season, a new campaign asks NSW residents ‘How Fireproof is Your Plan?’, using powerful human stories that contrast the destructive power of fire with the dangers of insufficient planning and preparation. 

Developed by J. Walter Thompson Sydney for the NSW Rural Fire Service (NSW RFS), the campaign dramatizes a series of situations where bush fire plans have not reduced risk to people or livestock because the key questions of when they will leave, where they would go and what will they take, were not addressed in advance or in detail.

“We know that while 69% of people in bush fire prone areas have some form of plan, it’s critical they deepen its quality to improve their chances of survival. Our strategy therefore focuses on the need for self-reflection regarding what is, and what is not a viable plan in the face of a bush fire,” explains J. Walter Thompson ECD, Simon Langley.

“We have always enjoyed working with the NSW RFS,” he continued.  “They’re a brave client who trusts their agencies and help make work that changes behaviour.  We’re grateful to have had the opportunity to create such a powerful idea and bring it to life in such an epic way.”

The simple question ‘How Fireproof is Your Plan?’, is posed throughout the creative, launching via TVC, cinema, OOH, digital, microsite, and other community engagement assets this week.  All aim to drive residents living in at risk locations to a specially developed microsite myfireplan.com.au to review or refine their bush fire survival plan.

 “We were excited to work with J. Walter Thompson on this project.  Their strategic and creative thinking has brought to life a powerful idea that will help increase the quality of bush fire planning and preparation,” said Anthony Clark, Director Corporate Communications, NSW RFS.

It is the third campaign the agency has developed for the NSW RFS and continues a highly successful partnership, with previous campaigns such as ‘Planning to Make a Plan is Not a Plan’ (2012) and ‘I Am Fire’ (2015) together winning five Effies, a Gold APG award and multiple other creative awards.

All three campaigns have focussed on improving the quality of bush fire planning and preparation, while also increasing the personal responsibility taken by individuals living in at risk households across NSW. The latest campaign takes the next step in driving this behaviour change.

View the work here:

75” https://youtu.be/C09WmkwxuRw  

60”: https://youtu.be/yv5jm6HM8Bw

30”: https://youtu.be/2rnqwKZTkQQ

15” https://youtu.be/D3TD9Y-nm1I

Microsite:  myfireplan.com.au


Client – NSW Rural Fire Service

Director Corporate Communications – Anthony Clark

Campaign Coordinator – Troy Gersback

Creative and Strategy – J. Walter Thompson Sydney

ECD – Simon Langley

CD – Simon Cox

Senior Writer – Giles Clayton

Senior Art Director – Simon Hayes

CSO – Angela Morris

Senior Planner – Heather Morrison

Senior Account Director – Chris Wilson

Account Manager – Ellie Sutton

Account Manager – Jack Burton

Producer - Niki Bentley

Web Development – Squiz

Media – Atomic212°

Production Company – Sweetshop

Director – Joel Harmsworth

Executive Producer – Loren Bradley

Photographer – Jono May

J.Walter Thompson is part of WPP AUNZ, Australasia’s leading marketing communications group.