Bush Fire Danger Period – it’s here!

Since 2009, the NSW Rural Fire Service (NSW RFS) has been running the 'Prepare. Act. Survive.' public awareness campaign, with the aim to increase community awareness about the risk of bush fires; knowing the Fire Danger Ratings and having a Bush Fire Survival Plan. After measurable success, this three-year campaign has since concluded, with a brand new campaign being launched.

On 16th October 2012 the Police and Emergency Services Minister Michael Gallacher formally launched the new NSW RFS public awareness campaign, reminding the public of the need for a completed Bush Fire Survival Plan.

"Sadly only 25 per cent of NSW residents who live in bush fire prone land have a Bush Fire Survival Plan. Waiting until the fire hits could have tragic consequences.

"Most people know they should have a plan but put it off, thinking it won't happen to them," Minister Gallacher said.

After significant research and concept testing, the new campaign was developed with the tagline 'Planning to Make a Plan is Not a Plan.' It was designed to propel community members to stop thinking about completing a Bush Fire Survival Plan and to actually complete one. It is hoped that the thought-provoking creative approach will trigger discussions and decisions between families and households, and that people will either download and complete a Bush Fire Survival Plan from the NSW RFS website, or obtain a copy from their local Fire Control Centre or brigade.

Each of the three, 30 second television ads feature ordinary folk going about their daily life and contemplating the need for a Bush Fire Survival Plan - whilst their homes and surrounds have already been destroyed by bush fire (which they are oblivious to).

Several 30 - 45 second radio ads have also been produced under the same theme, using the sound of bush fires and evocative conversations to depict families failing to plan ahead for the event of a bush fire. These will be broadcast on stations across the state.

Watch the new television ads and listen to the radio versions here NSW RFS website
You can also watch a behind-the-scenes video of the production on the NSW RFS YouTube channel (http://youtu.be/kaiVI5IkU84) which includes some chilling statistics:

•  Less than half of people living in high risk bush fire areas have a plan of what to do during a bush fire
• 42% of people would wait and see before deciding what to do

You may also see a range of print ads in a variety of formats, including print and electronic media, on petrol pump handles, roadside billboards and online.

Below are three variations that focus on:

• living in, or travelling through a high risk bush fire area,
• the threat and spread of grass fires, and
• the need for a completed Bush Fire Survival Plan featuring a burned car behind the text.



New campaign ad number 1 - focuses on living in a high risk
bush fire area.



New campaign ad number 2 - focuses on grass fires.



New campaign ad number 3 - contains the new tagline
'Planning to Make a Plan is Not a Plan.'


You've probably noticed that the new public awareness campaign still includes the familiar 'PREPARE. ACT. SURVIVE.' branding that was introduced nationally following the 2009 Victorian bush fires, although there has been a slight design change. The three words now sit inside arrows, or chevrons, pointing to the right, with the arrows in traffic light colours – red, orange and green. It is hoped that the new design will stand out and lead the viewers' eyes to the NSW RFS website and 1800 Bush Fire Information Line where they can seek more advice and obtain a copy of the Bush Fire Survival Plan.

We encourage you to post links to the YouTube, radio or print ads on your various electronic channels. This will help us spread this important message to your communities.

If you plan to use the 'PREPARE. ACT. SURVIVE' branding or the ‘Planning to Make a Plan is Not a Plan’ tagline in any of your communication materials, please note that there are guidelines for their usage. For more information contact the NSW RFS Organisational Communications team at organisational.communications@rfs.nsw.gov.au.

Let us know your thoughts on the new campaign via email (community.engagement@rfs.nsw.gov.au) or on our team’s Facebook page (http://www.facebook.com/nswrfscommunityengagers).

Kind regards,

Community Engagement Team

NSW Rural Fire Service