Most people will be familiar with the campaign from the advertising that takes place throughout summer on TV, radio and in newspapers.
This season, the focus of the campaign is a bit different.
“This year is not just about ads,” said CFA Chief Officer Euan Ferguson. “There will be advertising, but arguably the most important part of this season’s campaign is the conversations CFA members will have with their communities.
“Research and community feedback tell us that hearing direct from ‘local experts’ – local CFA members – about personal risk is what makes Victorians pay attention and take action. We also know that providing people with lots of information and asking them to complete a written plan can be overwhelming,” he said.
So this year, the emphasis is on encouraging Victorians, especially those in high-risk bushfire or grassfire areas, to have a chat with CFA, and supporting members to have these conversations.
“We want each and every person a CFA member talks with to commit to doing one or more of the simple actions that will help them be ready to leave quickly, calmly, safely and early on bad fire days,” said Mr Ferguson.
“At the end of every conversation, we want that person to look you in the eye and say ‘I will talk with my family tonight about when and where I’ll go’, or ‘I will think about and write down my plans’, or ‘I will put aside important documents and possessions so they’re ready to go when I am’.
“That’s the backbone of our campaign strategy this year and that’s what we’d like to see all CFA members getting behind,” said Mr Ferguson.
The campaign (led by the Department of Justice on behalf of the fire services and with involvement from other agencies and departments) will officially launch on 18 November at the start of Fire Action Week and run through until the end of March.
Regular information and updates – including what support is available to members – will appear on CFA Connect as planning progresses. Any questions in the meantime can be directed to Gwynne Brennan, Deb Robieson or Sonia Maclean at CFA HQ (9262 8444).