Everyone Has a Part to Play. Luckily, Yours Is Simple.
Challenge.
FireSmart needed a spring campaign to get people prepared for the 2024 wildfire season. After the devastating season of the previous year, it was important to mobilize British Columbians at the local level to do the simple but important tasks around their property that can make a big difference. To encourage people to get ahead of wildfire season, we needed to make them part of the solution. The secondary ask was to create a campaign that could scale from May to August as wildfire season intensified.
Solution.
‘Our Part, Your Part’ juxtaposed household tasks with the far more dangerous work that needs to be done during wildfire season. By demonstrating the simple but important ways homeowners could FireSmart their properties, we also gave a nod to the heroes fighting fires. As part one of three phases, the campaign was designed to scale with modifications to creative messaging as the wildfire season escalated, from the spring "priming" period to the "prepared" early summer stage, and the "urgent" emergency phase in August/September. From TV to out-of-home to radio to social media advertising, we combined existing creative resources from BC Wildfire Service with footage and photography shot in-house at Site. This allowed us to contrast the simplicity of FireSmart tasks versus the dangers of actual firefighting—by showing real firefighting at work. But, while one part is clearly easier than the other, we positioned them as equally important in keeping communities safe. Our message was also simple and direct. Firefighters and first responders have their part, but so do all of us. Thankfully, the average person's part is simple: Get FireSmart. And if we all do our parts, our province will be safer this wildfire season. 'Our Part, Your Part' garnered print and broadcast coverage from Global News and Strategy.
Big Impact.
11M+ TV impressions. 567% increase in website traffic. 84% conversion rate for Google Ads. 1M+ paid ad impressions (Instagram and Facebook).
Cross-Province Production.
This campaign was a major production. We coordinated photoshoots and video shoots across BC.
Media Buying.
We did all media buying in-house.
