In the lead-up to potentially the worst bushfire season in history, it’s more important than ever for people to be fully prepared.

To help people ensure they’re ready to act when they need to, a new campaign is asking 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.

The campaign was launched via Digital, TVC, Cinema and OOH and directed people to a microsite to assess their own fire plan in under 5 minutes. | Art Director: Simon Cox