Rare highlights the ease of making a bushfire plan in new DFES campaign

Earlier in the year, DFES awarded Rare the opportunity to help drive their bushfire safety efforts. The announcement of an El Niño event this summer meant they had to pivot from the original campaign direction. With the bushfire season looming, Rare found creative and production solutions that made it possible.

As a result, the new campaign was created on a tight deadline, working in collaboration with Last Pixel, Soundbyte, The Office of John Cheese and Carat.

Following years of campaigns focusing on the danger that bushfires pose, ‘Got 15 Minutes To Burn?’ instead highlights the ease of making a bushfire plan and how taking just 15 minutes to do so could save your life.

Liz Hammond, Creative Director at Rare, said: “Western Australians have already experienced devastation from bushfires this summer, and there’s likely to be more to come. The importance of the success of this campaign weighed heavily on our team. We’ve worked hard on the strategic thinking and creative approach to ensure that this campaign works hard to motivate Western Australians to make the plan that could save their life.”

The campaign will appear across a wide range of channels with TVC, OOH, radio and social, as well as tactical extensions that reach people when they’ve got 15 minutes to spare including doctor’s waiting rooms and train station platforms.

Simon Stewart, Client Services Director at Rare, said: “This campaign is a testament to the power of a supportive and collaborative client. The team at DFES have been incredible to work with at every stage of the journey, and such a dynamic shift in approach wouldn’t have been possible without them.”

Everyone needs a bushfire plan. If you haven’t made yours yet, visit mybushfireplan.wa.gov.au.

Play the ‘Daydreaming’, ‘Conversations’ and ‘Social Media’ radio spots below.

Credits
DFES
Jorden Teo, Manager Digital and Campaigns
Ros Mulcahy, Campaign Coordinator

Rare
Liz Hammond, Creative Director
Rob Mead, Head of Art
Simon Mullins, Writer
Bel De Corti, Internal Producer
Jim Tuckwell, Senior Designer & Illustrator
Jez Reilly, Strategy Director
Simon Stewart, Client Services Director
Alex Rose, Account Manager
Monique Gordon, Head of Digital Experience Design
Bronte Davy, Digital Experience Director
Tasj Nortier, Finished Art
Peter Neave, Finished Art

Last Pixel
Dave McDonnell, 3D Animator
Rick Grigsby, 3D Animator

Soundbyte
Brad Habib, Sound Designer
Holly Miller, Studio Producer

Office of John Cheese
James Hawkes, Animator
Walter Cheung, Animator

Carat
Michelle Testa and Cameron Mack, Client Partners
Cindy Henderson, Client Director
Sarah Leavesley, Client Manager
Oliver O’Meehan, Client Executive
Ashton Wills, Digital Director
Gerry Eeringa, Digital Manager
Nicole MacNeil, Digital Executive