What have you got to lose? — Picturing a grim future helps prevent it

The 2019/2020 Queensland bushfire season was catastrophic.

Ahead of the next season, QFES needed Queenslanders to better prepare their property and loved ones.

But with many people self-exempting because they didn’t consider their home prone to bushfire, Khemistry begged the question – “What have you got to lose?”. Using loss aversion as a strategy to emotionally engage audiences, the campaign also positively framed preparatory bushfire behaviours to educate and empower Queenslanders.

By getting people to consider for a moment what it would feel like to lose all they love to bushfire, the campaign worked to ensure they would never actually have to.


Queensland Fire & Emergency Services

  • Behaviour Change Strategy
  • Advertising
  • Digital Tool

Collaborate. Ideate. Activate.


(07) 3852 5642

23 Kyabra St, Newstead, Qld 4006, Brisbane Australia


(02) 6202 8200

16/9 Beaconsfield St, Fyshwick ACT 2609

Khemistry is part of Asia-Pacific-wide marketing and technology group, GrowthOps. Together, we can help your organisation build and launch transformational products, acquire and retain new customers, and boost capability and performance.