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 ServicesDisciplines