This chilling film warns people how not to plan for wildfires

PSA by JWT Sydney highlights the importance of having a good plan

Published On
Oct 17, 2018

Editor's Pick

This year has seen Australia once again ravaged by wildfires that often cost people their lives. 

It's prompted the New South Wales Rural Fire Service to create a PSA warning people of the importance of having a good, "fireproof" plan for escape from their homes, which it's done in cinematic style with the help of JWT Sydney. The spot, directed by Joel Harmsworth of Sweetshop, depicts three families attempting to escape from the fire. Each had a "plan," but it wasn't too well thought-out; for example, one family ends up having to leave its beloved horses behind as there's no time to rescue them. Another couple finds their path blocked by fire as they try to drive away. And there's the chilling story of the family who planned to stay because they never thought the fire could reach them. 

The spot ends by prompting people to think about the key questions of when they will leave, where they will go and what will they take in the event of a fire. “We know that while 69% of people in bush fire-prone areas have some form of plan, it’s critical they deepen its quality to improve their chances of survival. Our strategy therefore focuses on the need for self-reflection regarding what is, and what is not a viable plan in the face of a bush fire,” explains J. Walter Thompson executive creative director, Simon Langley.

It's an effectively chilling film--and a style of PSA that other countries experiencing wildfires, including the U.S., could learn from. 


Oct 18, 2018
Client :
NSW Rural Fire Service
Agency :
Director Corporate Communications :
Anthony Clark
Campaign Coordinator :
Troy Gersback
Executive Creative Director :
Simon Langley
Creative Director :
Simon Cox
Senior Writer :
Giles Clayton
Senior Art Director :
Simon Hayes
Chief Strategic Officer :
Angela Morris
Senior Planner :
Heather Morrison
Senior Account Director :
Chris Wilson
Account Manager :
Ellie Sutton
Account Manager :
Jack Burton
Producer :
Niki Bentley
Web Development :
Media :
Production Company :
Director :
Joel Harmsworth
Executive Producer :
Loren Bradley
Photographer :
Jono May

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