Victorian Government engages VML for fire safety campaign
The Victorian Government’s Department of Justice and Community Safety (DJCS) has engaged with WPP’s creative arm VML to launch a statewide public service campaign, asking all Victorians to be better prepared this fire season.
While recent rainfall has resulted in a reduced bushfire risk, the government is urging Victorians to remain prepared for risks of grassfires and bushfires.
Each spot shows the unpredictability and dangers of fire, including smoke disorientation, sudden wind changes, and being overrun by flames when trying to defend property.
“The campaign is vital for the safety of all Victorians and comes with great responsibility,” said VML’s client service director, Rose Suys.
“The Department of Justice and Community Safety team have been brilliant partners throughout the development of this work, and we hope this is a step towards a future where fire preparedness becomes second nature to all Victorians.”
Directed by Rune Milton with production house AirBag, each spot highlights the risks that can be avoided if Victorians have fire plans at the ready, and leave early on extreme or catastrophic fire danger rating days.
The visually realistic and powerful storytelling remind the audience of the loved ones they need to stay safe for.
“Authenticity is at the heart of this campaign,” said Stephanie Gwee, creative director at VML.
“Many of the crew have had personal experiences with bushfires. We wanted the work to show the realistic horrors of fire, yet provide a simple solution to prevent all that from happening.
“The honest and oftentimes heart wrenching conversations we’ve had with people made it as human and emotive and grounding as it could be,” she concluded.
The campaign is rolling out across social, digital, digital audio, radio, press, OOH, TVCs and OLVs, throughout the fire season.
Victorians can also access a digital tool to help them with bushfire planning. Users can create a fire plan online that is customised to their needs and sharable with friends and family.
Credits:
Client: Victoria Government, Department of Justice and Community Safety
Executive director: David Stockman
Senior manager, campaigns: Michelle M Windsor
Senior adviser, campaigns: Jenny Vu & Brianna Kerin
Adviser, campaigns: Alister Mew
Agency: VML Australia
Chief creative officer: João Braga
National ECD: Stu Turner
Creative director: Stephanie Gwee, Iain MacMillan
Associate creative director: Lachlan Newham, Jack Elliot
Chief strategy officer: Melanie Wiese
Strategic planner: Connie Watters
Client service director: Rose Suys
Account director: Anna Parker
Account manager: Annabelle Sheridan, Lauren Miles
Senior producer: Luisa Peters, Emma Donaldson, Miryana Velyanovski
FA artist: James Ayling, Sarah Cameron
Film production company: AirBag
Film director: Rune Milton
Executive producer: Martin Box
Sound production: Chemistry
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Airbag Productions
Department of Justice and Community Safety
DJCS
Rose Suys
Rune Milton
Stephanie Gwee
Victorian government
VML
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