Victorian Government gives live fire danger ratings on dynamic billboards

Following the destruction caused by last summer’s bushfire crisis, the Victorian Government is reminding its state residents to check fire danger ratings before embarking on their holidays in regional Victoria.

Dynamic QMS billboards positioned at the Westgate Freeway in South Melbourne, the Tullamarine Freeway at Essendon Airport and the Peninsula Link in Carrum Downs are providing live fire danger ratings and corresponding safety messages to prepare holiday makers.


The billboards form part of the Victorian Government’s ‘How well do you know fire?’ campaign that has been running since last November. Behind the campaign is Wunderman Thompson, which won a three-year contract for the Victorian Department of Justice and Community Safety in 2019, which made it responsible for fire safety communications.

When the rating is Low/Moderate to High the message will read ‘Check the Fire Danger Rating for your destination before travelling’. At Very High or Severe it was say ‘Fires can spread quickly in today’s conditions. Check the Fire Danger Rating before travelling’. And, on Extreme to Code Red, ‘If a fire starts today, it will be fast moving and unpredictable. Avoid bush and grassland areas’.

The out-of-home campaign is designed to raise fire awareness for all Melburnians and specifically target those travelling to regional areas, said Mediacom’s Fiona Williams.

“The Mornington and Bellarine Peninsulas are spectacular this time of year and attract thousands of holidaymakers during Summer. Using the dynamic capability of QMS’ digital billboards, we are able to maximise the reach of those travelling with relevant information to raise awareness of fire danger in holiday areas where tourists may not be as prepared as normal,” Williams said.

QMS chief marketing officer, Sara Lappage, added: “What Victoria Government has done with their creative agency Wunderman Thompson, is a clever but simple way to harness the dynamic capability of our digital locations to connect, engage and inform holiday makers with live fire danger ratings and advice. Not only does the campaign help to raise awareness of the fire danger rating, it also encourages regular checking of the warning to ultimately help minimise danger and prevent serious injury or harm from fires in the future.

“This is a great example of client, creative, media agency and media provider
working together to maximise the capabilities of the medium to deliver immediacy and relevancy of messaging.”


Client: Victorian Government
Campaign: Dynamic Fire Danger Ratings
Creative: Wunderman Thompson (VIC)
Media: Mediacom (VIC)
Outdoor: QMS


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