Case History Database

This case shows how strong insight and a great creative idea overcame a problem that plagues so many behaviour change campaigns – how to get people to face up to risk and act in their own interest? It is the story of how we changed the optimistic ‘she’ll be right’ Aussie attitude to living in a high-risk bush fire area, from complacency to preparedness, by stimulating an urgent sense of vulnerability. The campaign triggered an emotional response so strong that it motivated the highest Bush Fire Survival Plan downloads and completions ever achieved in NSW by an astonishing margin.

	Author & Account Director		Sari De
	Account Director		Holly McDavitt
	Art Director		John Koay
	Producer		Vicky Rhedey
	Producer		Damien Whitney
	Print Producer		Tara Broughton
	Senior Finished Artist		Matt Townsley
	Group Account Director		Toby McKinnon		The Campaign Palace
	Senior Planner		Karen Dwyer		The Campaign Palace
	ECD & Copywriter		Reed Collins		The Campaign Palace
	CD & Copywriter		Karl Fleet		The Campaign Palace
	Director		Dave Klaiber		Plaza Films
	Photographer		Andreas Smetana		Andreas Smetana Productions
	Group Manager, Corporate Communications		Anthony Clark		NSW Rural Fire Service