The Brief

Every year the same pamphlet is handed out across Australia in fire prone areas. But many people throw this away thinking it won't happen to them. So we redesigned the pamphlet to have a new purpose that made sure it stayed in people's homes. Rather than change the message, we redesigned the ‘Make a Plan’ pamphlet to have a real purpose in people’s lives, turning it into a fold out photographic stand that people could fireproof their photos with. Complete with instructions on how to digitise memories, we got people making a plan for their homes by starting with their photos.

Creative Execution

Rather than change the message, we redesigned the ‘Make a Plan’ pamphlet to have a real purpose in people’s lives, by turning it into a fold out photographic stand that people could save fireproof their photos with. Complete with instructions on how to digitise memories, we got people making a plan for their homes by starting with their photos, giving a much-needed emotional angle to a rather practical message. the idea was spread across all social channels belonging to the NSW Rural Fire Service. At the local Fire Safety day, the pamphlet was demonstrated to hundreds of people in the area. The pamphlet was then dropped at homes in fire prone areas. The story was covered by local newspapers and on TV station news.

Describe the creative solution to the brief/objective.

The target audience are those in fire prone areas of Australia. They receive a lot of communication every year and because it never changes, they often become complacent and throw all this material away.

Results

Although impossible to quantify we do know that making a plan is high on people’s agendas in bushfire season as evidenced by huge upswing in visits to the Bush Fire Survival Plan site. Also the Fireproof Photos story has been picked up by local media in fire prone areas, and the idea has been widely shared on social feeds.