Fire Ready Campaign

FUEL Agency

Our friends at FUEL Agency launched The Summer Fire Campaign, prompting all Victorians to be better prepared for bush and grassfire.

‘The Facts are Black and White’ campaign focuses on the devastating trail a fire leaves behind, and the brutal reality; all that’s left is black charred remains and white ash. Using the cruel, cold facts of fire and stark, almost black and white imagery, the campaign lays out what Victorians need to do this fire season, in simple, clear and actionable language.

With video produced by New Mac, and with the stills campaign shot by Christopher Tovo, the campaign includes six targeted television commercials (TVCs), cinema and radio spots, an extensive press, digital and social media presence, as well as roadside billboards, and other outdoor executions.