BADJAR Ogilvy have developed the 2011-2012 Fire Ready campaign launched last night for the Victorian Government.

Rolling out over the summer, the ad has been described as the “hardest-hitting campaign to be used by the Victorian Government since the tragedy of the Black Saturday Fires”.

Produced at One20 Studios the spots were directed by Aleksi Vellis.

BADJAR Ogilvy’s Creative Group Head, Nic Desira said that only three years on from Black Saturday, Victorians were becoming increasingly complacent of the risk of bushfires.
“As a result, we needed to develop a campaign that aims to challenge, while reminding people what is at stake when it comes to bushfires,” he said.

The campaign includes radio and television commercials, large format and roadside outdoor, print, radio and online display.

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