NRMA Insurance re-visits ‘Black Summer’ via film and book initiative

IAG’s NRMA Insurance has launched a film called ‘A Fire Inside’ and a book, as part of a retrospective look at the bushfires of 2019 to 2020, known as the ‘Black Summer’.

The trailer for the film shows images of the bushfires, with a focus on the volunteers who helped fight the fires. Former New South Wales Rural Fire Service (RFS) commissioner Shane Fitzsimmons has also featured in the film as well as the book.


The film was written by Nick Worthington, who is currently the executive creative director at Colenso BBDO Auckland, which was not involved in the project. Tuesday Club, which Worthington is the founder of, was involved. The project is also in partnership with the philanthropic organisation Minderoo Foundation.

The project is not the first time NRMA Insurance has addressed bushfires in its advertising campaigns. NRMA Insurance’s campaign via CHE Proximity last year was pulled due to its distressingly realistic scenes of bushfires and volunteer firefighters.

NRMA Insurance director of content and customer engagement, Zara Curtis, who is also an executive producer for ‘A Fire Inside’, said: “As an insurer, we see first-hand the heartbreaking impact of natural disasters on our customers and their communities. NRMA Insurance has a long history of working with communities on a range of action-orientated programs that inspire people to proactively prepare for future climate disasters. ‘A Fire Inside’ is our most ambitious program of them all.

“A Fire Inside’ is a film and book that celebrates ordinary people who possess a fire inside – the instinctive and extraordinary desire to help. We aimed to showcase the way every Australian responded, through stories of help, that will change the way you think about yourself and renew your faith in humanity.”

‘A Fire Inside’ creative director Worthington commented: “The process of researching, writing and making the film and book renewed our faith in humanity, it also renewed my faith in the future of purpose-led brands. A serious film, a serious book and a serious chance to change culture and connect NRMA Insurance’s belief in the power of help with the actions and beliefs of a whole nation. It takes a brave marketer like Brent Smart and his team and it was a privilege to be a part of it.”

The film’s poster

NRMA Insurance has joined Minderoo Foundation as the founding project partner to create the Australian Resilience Corps – a national network of volunteers trained to help prepare and protect Australians against natural disasters and extreme weather.

The film was released on 7 October via Icon Film Distribution. It will also air nationally on the Nine Network on 13 December at 9.30pm AEDT.


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