Victorian Government - Department of Justice
Victorian Government - Department of Justice
Educate Victorians on the complexities and risks of bush and grass fires to ensure they leave early on high-risk days.
Victorians believed staying and fighting was an effective strategy, and Fire Danger Ratings, multiple messaging and recommended actions were contradictory and confusing.
Messaging was simplified to three core actions - plan, prepare and leave early. We focused on the facts of fire to educate and change behaviour and developed The Reasons are Black & White campaign. Because when it comes to fire, there is no doubt what you should do.
Summit International Award winner
Virtual Reality winner
Campaign award for Facts of Fire
of at-risk audience took action
As a direct result of the campaign 80% of people in high risk areas have taken action (planned and prepared). The campaign was awarded two Gold and one Silver awards in behaviour change, VR and for Facts of Fire (TVC series)
“This campaign has been imperative in providing Victorians with the information required to inform safety and understand risk. Fuel have been amazing”
