Industry offers up $4m of donated media for NSW RFS ad campaign

More than 20 media companies have collectively donated $4m in time and ad space for the New South Wales Rural Fire Service’s (RFS) ‘How Fireproof is Your Plan?’ campaign.

The media companies amplified the ad across metropolitan and regional areas. Last month, GfK research showed that awareness of the campaign had reached a record high 76%.

The GfK research also showed that seven out of 10 people living in bushfire risk areas said they would go to the RFS site for help, information and support, and that the RFS was the most trusted source of information on bushfires and preparing for them.

RFS commissioner, Shane Fitzsimmons, drew attention to the unprecedented scale of the fires and their destruction, but noted that the community’s ability to plan and respond was driven, in large part, by media support.

“Since 1 July 2019, there has been more than 11,000 bush and grass fires across the state. These have resulted in the loss of 25 lives, including the loss of three volunteer firefighters and three firefighting aircrew, and the destruction of more than 2,000 homes,” Fitzsimmons explained.

“While there has been great tragedy, the losses would have been much greater if it were not for the response of the community. People have responded to messages about the importance of planning and preparation, and responded swiftly to information and warnings during fire events. This is due, in a large part, to the support from media.

“Over the season, the NSW Rural Fire Service has conducted the ‘How Fireproof Is Your Plan?’ campaign, aimed at improving the quality of people’s bush fire survival plans. Through the support of media companies, the industry has provided more than $4m of additional airtime and placement to this campaign. This has allowed us to reach more people with timely messages about the importance of getting ready for the threat of fire. I would like to thank Atomic 212° and the media companies for your ongoing support in keeping communities informed and better prepared.”

Coordinated by Atomic 212’s chair Barry O’Brien (the agency has worked with the RFS for the past two years), the companies involved include: Australian Community Media, Australian Radio Network, Australian Traffic Network, Crocmedia, Facebook, Google, JC Decaux, Network 10, News Corp Australia, Nine Network, Nine Radio, Nova Entertainment, Ooh media, Prime Television, SBS, Seven Network, Southern Cross Austereo, Shopper Media, TRSN, WIN Television and Ziff Davis.

O’Brien said the support from media companies came easily and quickly.

“Everyone in Australia has been shocked and distressed by the devastating bushfires in NSW, Victoria and South Australia in recent months. It’s a national tragedy and Australians have responded accordingly, giving their time, money and skills so generously,” he said.

“Thank you to all the media companies who responded so quickly. No one hesitated to get behind the campaign. The support from media has been remarkable and it has ensured the NSW Rural Fire Service’s critically important communication has reached more people than ever before.”


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