2011/12 Fire Awareness Campaign

Introduction

Each year, we aim to encourage all Victorians to be better prepared against the threat of bushfire and, in the wake of the tragic 2009 fires, minimise injury and the loss of life. This year, the television and radio advertising that airs during the summer bushfire season recreates a small part of the experience of families faced with the threat of bushfire.

This awareness campaign uses a different approach to show Victorians, who have not experienced the trauma of bushfire themselves, the value in planning and being prepared and, especially, knowing when to leave. A wide range of consultation occurred during the development of the campaign, including focus groups with Victorians in high-risk bushfire areas, on the urban fringe and metropolitan Melbourne, as well as with fire authorities and the bushfire recovery unit. We also sought feedback on the messages in the campaign from the bereaved community advisory group.

Since the television advertisements were launched in late November, I have spoken with many people from bushfire-affected communities and understand the impact that the style of the advertisements has had on community members. This website is an opportunity for us to provide a better understanding about what we hope to achieve by taking a different approach to raising awareness about bushfire safety in Victoria. As part of the message, Psychologist Dr Rob Gordon talks about the emotional impact that the adverts may have among members of bushfire-affected communities, particularly those who were personally affected by Black Saturday.

By clicking ‘accept’ on the button below, you will be able to watch the video presentations. If you choose, you may also view the three television advertisements following the videos.

Even though many people may have their own support networks, the Bushfire Community Support Helpline is also available Australia-wide to all people who were affected by the 2009 Victorian Bushfires on 1800 050 400 weekdays during business hours. You can also post feedback about the campaign on this site.

Sincerely,

Craig Lapsley
Fire Services Commissioner, Victoria