The message advises viewers that they may find the advertisement distressing.
The FireReady campaign aims to encourage all Victorians to be better prepared against the threat of bushfire and, in the wake of the tragic 2009 fires, minimise injury and the loss of life.
The television and radio advertising recreates a small part of the experience of families who are faced with the threat of bushfire. Using this approach, the campaign shows the risks of last-minute decisions, and urges people to plan ahead to avoid having to experience bushfire in real life. The main objective of the awareness campaign is to help save lives by encouraging people to be better prepared and, especially, to know when to leave. The TV advertisements aim to show people who have not experienced the trauma of bushfire that leaving planning until the fire arrives is too late, and puts lives at risk.
Some community members deeply affected by the 2009 bushfires, who know better than anyone the danger of bushfires, have expressed distress about the style of the adverts airing and the advisory messages are in place to provide a warning before the ad airs.
Every effort has been made to prevent the television advertisements screening during traditional children’s programming. The television and radio adverts will not be aired on Christmas Eve or Christmas Day, or around the anniversary of the Black Saturday bushfires.
In addition, a dedicated hub has been established on the Fire Services Commissioner’s website (www.firecommissioner.vic.gov.au/firecampaign) to explain more about the campaign’s rationale and the emotional impact they may have on affected community members. The website provides an opportunity for the Fire Services Commissioner to explain what is hoped to be achieved by this campaign’s different approach to raising awareness about bushfire safety in Victoria. Video clips of Fire Services Commissioner Craig Lapsley and Psychologist Rob Gordon discussing the campaign and its impact can be viewed on the site.
The three television ads with warnings can be viewed below. A schedule of the times the advertisements will air is available on the CFA website - cfa.vic.gov.au.
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