VML and Victoria Government team up to launch fire safety campaign

VML - Victorian Government

Stephanie Gwee: “We wanted the work to show the realistic horrors of fire, yet provide a simple solution to prevent all that from happening.”

VML and the Department of Justice and Community Safety (DJCS) have partnered up to launch a state-wide public service campaign encouraging all Victorians to be better prepared this fire season.

The agency’s campaign launches just a day after Victoria faced its worst fire risk day since the Black Summer.

Each commercial highlights the risks that can be avoided if Victorians have a fire plan ready and leave early on Extreme or Catastrophic Fire Danger Rating days.

Directed by Rune Milton with production house AirBag, the result is visually realistic and powerful storytelling that stops people in their tracks, with natural performances that remind us of the loved ones we need to stay safe for.

The roll out encompasses social, digital, digital audio, radio, press and OOH, TVCs and OLVs throughout the fire season.

Rose Suys, client service director at VML, said the campaign is vital for the safety of all Victorians and comes with great responsibility and a “step towards a future where fire preparedness becomes second nature to all Victorians.”

Stephanie Gwee, creative director at VML, added that authenticity was at the heart of the campaign. “We wanted the work to show the realistic horrors of fire, yet provide a simple solution to prevent all that from happening,” she added. “The honest and oftentimes heart wrenching conversations we’ve had with people made it as human and emotive and grounding as it could be.”

VML - Victorian Government

This safety preparedness campaign comes as other agencies tap into the importance of being ready in case of emergency. 

Creative agency Bear Meets Eagle On Fire did this with its “Until Then” campaign for NRMA Insurance. The central theme, “Until Then… we’ll be here to help,” envisioned a world devoid of insurance needs, where mishaps and accidents are averted. However, recognising the current reality, the campaign showcases the necessity for assistance when life takes an unexpected turn.

See also: NRMA Insurance aims to redefine HELP with second phase of “Until Then” campaign


Client: Victoria Government, Department of Justice and Community Safety

Executive Director: David Stockman
Senior Manager, Campaigns: Michelle M Windsor Senior Adviser, Campaigns: Jenny Vu & Brianna Kerin Adviser, Campaigns: Alister Mew

Agency: VML Australia

Chief Creative Officer: João Braga
National ECD: Stu Turner
Creative Director: Stephanie Gwee, Iain MacMillan Associate Creative Director: Lachlan Newham, Jack Elliot Chief Strategy Officer: Melanie Wiese
Strategic Planner: Connie Watters
Client Service Director: Rose Suys
Account Director: Anna Parker
Account Manager: Annabelle Sheridan, Lauren Miles
Senior Producer: Luisa Peters, Emma Donaldson, Miryana Velyanovski FA Artist: James Ayling, Sarah Cameron

Film Production Company: AirBag

Film Director: Rune Milton Executive Producer: Martin Box
Sound Production: Chemistry

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