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Fire & Rescue NSW (FRNSW) – GIO

Interactive OOH

CLIENT:
Fire & Rescue NSW (FRNSW) – GIO

PRODUCT:
Interactive OOH

CHALLENGE:
Sadly messages through traditional media, that prevention is the only cause, were being largely ignored. Therefore, we needed to try and understand what people were doing in their own homes during winter to be fire and safety conscious.

SOLUTION:
With zero media budget, we inspired people to take a fire safety audit and protect their families and neighbours, by turning ordinary Sydneysiders into honorary fire-fighters. We created a 10foot bronze fireman statue that acted as free outdoor media and on facebook, people took a fire safety audit to find out how they could protect their homes. In return we made them the heroes of the campaign whereby their faces were projected onto the statue for all of Sydney to see. Each of these elements combined to maximise the effectiveness of the campaign and helped drive awareness like never before. We proved that heroes aren’t born, they’re made!!