‘How fireproof is your plan?’ asks NSW Rural Fire Service in lead up to bushfire season

The NSW Rural Fire Service has asked New South Wales residents how fireproof their bushfire plan is.

The television commercial encourages residents to think about more than just whether or not they are going to leave and prompts questions including, when do you leave, what do you take and where do you go?

Created by J Walter Thompson Sydney, the campaign dramatises a series of situations where bush fire plans haven’t gone the way they had intended to go with the aim of highlighting how important a detailed plan is.

Simon Langley, ECD at J. Walter Thompson, said 69% of people in bush fire prone areas have a plan but they need to have a much more detailed one.

“Our strategy therefore focuses on the need for self-reflection regarding what is, and what is not a viable plan in the face of a bush fire.

“We have always enjoyed working with the NSW RFS. They’re a brave client who trusts their agencies and help make work that changes behaviour. We’re grateful to have had the opportunity to create such a powerful idea and bring it to life in such an epic way.”


  • Client – NSW Rural Fire Service
    Director Corporate Communications – Anthony Clark
    Campaign Coordinator – Troy Gersback
  • Creative and Strategy – J. Walter Thompson Sydney
    ECD – Simon Langley
    CD – Simon Cox
    Senior Writer – Giles Clayton
    Senior Art Director – Simon Hayes
    CSO – Angela Morris
    Senior Planner – Heather Morrison
    Senior Account Director – Chris Wilson
    Account Manager – Ellie Sutton
    Account Manager – Jack Burton
    Producer – Niki Bentley
    Web Development – Squiz
  • Media – Atomic212°
    Production Company – Sweetshop
    Director – Joel Harmsworth
    Executive Producer – Loren Bradley
    Photographer – Jono May

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