The greatest danger with bushfires is complacency. Few people take preventative action because they don’t believe tragedy will strike them. Even in the most at-risk areas, 40% of households were not aware they were potentially living in a bushfire’s path.
This campaign for Queensland Fire and Emergency Services (QFES) encouraged people to make a bushfire plan before it was too late. What at first looks like a spectacular Queensland sunset turns out to be the glowing rage of a bushfire – highlighting the fact that a perfect day can turn to horror in a moment.
It certainly caught the public’s imagination, as the campaign led to an incredible 47,000 people using the online postcode tracker tool – in just a three-month period – to check if they were at-risk and make a bushfire plan.