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.

Check It's Alright Before You Light

The campaign rolled out nationally in print, outdoor, radio, digital and on Air New Zealand's in-flight screens during the summer of 2016/2017. In all executions, our storytellers led the creative, telling shorter or longer versions of their stories depending on the medium. From long format video content and 30" pre-roll ads to 30" radio spots and written static formats. Ultimately asking users to check if it's alright before they light a fire.

Central to the campaign was the digital hub we developed. Acting as the call to action, users were able to watch the full stories. But more importantly, they were literally able to check if it was alright before they lit a fire. The results then linked them to their local Fire Authority to apply for a permit or to seek further information and advice.

1 out of every 3 visitors to the site checked their local fire danger, a very high conversion rate considering the majority of site visitors were driven there from paid media. A strong indication that the campaign strategy connected deeply with our target audiences, motivating them to take proactive steps to minimise the risk of lighting a wildfire.

With the peak fire risk period now over for another year, we're currently on the hunt for more stories to tell for the 2017/2018 campaign.

View the website and all video stories at checkitsalright.nz

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Auckland


Phone:
09 489 2709
Address:
L1, 8 Hurstmere Rd, Takapuna, Auckland
NB - access is via the alley between Madam Woo and Habitual Fix at 486 Lake Rd.
Mailing Address:
PO BOX 33726, Takapuna, Auckland 0740

Christchurch


Phone:
03 366 4694
Address:
227 High St, Christchurch
Mailing Address:
PO BOX 22656, Christchurch 8140