National Rural Fire Campaign
The National Rural Fire Authority (NRFA) work tirelessly putting out wildfires around New Zealand. They also put a huge amount of effort into fire education via their annual prevention campaign, which has been hitting our roadsides and TV screens every summer since the ’90s.
We were approached by the NRFA to look at their activity with fresh eyes. While the previous campaigns were liked, research indicated they weren’t effective in getting kiwis to take actions that would lead to fire prevention. Our task was to develop a new creative strategy and campaign to address this problem.