Victorian State Government warns Australians of fire danger in latest campaign

The Victorian State Government has launched a campaign to warn Australians about the dangers of high-risk fire days including information about fire danger ratings, rural grass fire and leaving early.

Created by The Fuel Agency, the 30 second television commercials warn Australians to check fire ratings daily and the dangers of not leaving early if there is a high-risk fire day.

Each ad starts with “there’s no questioning the facts” and is filled with footage of bushfires and embers erupting into flames.

The campaign also consists of a ‘Facts of Fire’ content series which was produced in collaboration with the CSIRO Bushfire Behaviour and Risks team.

The content series includes various videos explaining the dangers Victorians face each year from fire including ember attacks, spot fires, radiant heat, grassfires and wind speed.

In addition to the television commercials and content series, The Fuel Agency has created a virtual reality experience which puts players amongst a bushfire.

The VR experience aims to encourage people to leave early on high risk fire days.

Craig Lapsley, Emergency Management Commissioner, said in a statement: “What we want them to do is learn from the experience of fire, so the VR option is a fantastic way of doing that.

“People who choose to stay and defend their properties should be aware of what they will face.”

The campaign is set to run across outdoor, radio and digital channels.


  • Creative Agency: The Fuel Agency
  • CEO: Tim Kidman
  • Creative Director: Ben Growns
  • Production: Adam O’Neill
  • Designer: Sebastian Sarria
  • Account Management: Faith Campbell
  • Production Company: Accordion Productions
  • Account Director: Adam Litchfield
  • Producer: Greg Toolen
  • Director: Eugene Perepletchikov
  • DOP: Simon Davies
  • Audio Post-Production: Paul Baxter
  • Department of Justice and Regulation
  • Senior Adviser, Campaigns: Nicholas Carrington
  • Adviser, Campaigns: Jessica O’Brien

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