The campaign is in response to research conducted by the NSW RFS and Bushfire Cooperative Research Centre following the 2013 NSW bush fires, including those in the Blue Mountains which destroyed more than 200 homes.
The research found that while people have a general appreciation for the threat of fire in their area, the majority of people don’t personalise the risk, thinking it won’t happen to them. That’s where the idea of “I Am Fire” came from – personalising fire so people see the threat is very real.
Through media – TVC’s, Outdoor, online, events and PR the different messages were able to prompt vulnerability, localize the risk and drive actions. | Art Director: Simon Cox