WPP AUNZ-owned Wunderman Thompson Melbourne has been appointed by the Victorian Department of Justice and Community Safety (DJCS), to develop a three-year campaign to drive long-term change in the awareness, attitudes and behaviour of Victorians in relation to bush fires following a competitive pitch.
The agency will work with the Strategic Communication Branch within the DJCS which manages the project on behalf of and in collaboration with Emergency Management Victoria (EMV), the Country Fire Authority (CFA), Metropolitan Fire Brigade (MFB) and other agencies across government.
It will be responsible for the creation of a campaign platform to prompt all Victorians to be better prepared for the threat of bushfire and grassfire this coming summer.
Wunderman Thompson chief strategy officer Angela Morris says the shifts in climate have led to Victoria's fire seasons lasting longer and increasing in severity.
"This duration and severity combined with a growing urban fringe as Melbourne’s housing footprint expands means that it’s not just rural areas that are at risk," Morris says.
"Data showed that perception of personal fire risk was trending lower, so the campaign will create a strong sense of vulnerability to drive re-consideration and action,” said Angela Morris Chief Strategy Officer Wunderman Thompson.
Wunderman Thompson Melbourne partner Nick Muncaster says the campaign is key to driving widespread attitude and behaviour change across the state.
“We’re very aware of the responsibility that comes with this appointment and look forward to partnering with the DJCS team and its stakeholders to deliver a highly impactful and effective platform,” Muncaster says.
The campaign will be live in advance of summer.
This year, the newly merged Wunderman Thompson has also picked up the global Duracell creative account and its digital agency Mirum was appointed to help develop and implement the national Elder Abuse Knowledge Hub for Elder Abuse Action Australia.
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