In his message, the Chief says,
"The campaign this year is a lot more hard hitting and may be challenging to some members of the community, including some CFA members."
"It is recognised that the TV and radio advertisements may upset some people, particularly those who were directly affected by the 2009 bushfires. We recognise that this includes numbers of our own volunteers and staff. I encourage you to talk to your family and colleagues about these advertisements and ensure they know they are coming, and how they might avoid them if that is their wish."
You can read the Chief's full message on his CFA Connect blog here.
The Premier has also released a letter to the community ahead of this week's airing of the hard hitting campaign, available to read on the CFA website. This page of the website also details the upcoming schedule of when the advertisements will air.
One ad has been published to CFA's Facebook page, where it has received a very positive response - www.facebook.com/cfavic
Below are the five 2011/12 FireReady television commercials.