Some Queenslanders simply don’t give bushfire safety the due regard it deserves. This campaign worked to move this audience from thinking ‘It won’t happen to me’ to believing that ‘It could happen to me’.
BCM and Queensland Fire and Rescue Service worked together to build community capability and resilience, prevent loss of life and minimise damage from bushfires.
2025
Queensland Fire and Emergency Services
THE IDEA
Selling the benefits of being prepared
This campaign brought to life the balance between respect and regret when it comes to attitude es about bushfires, highlighting the risks of being unprepared.
OUTCOME
Bushfire Safety.
Respect it or Regret it.
When we are young, we are all taught to respect the danger of fire. Yet as adults, we seem to dismiss the risks associated with something as dangerous as a bushfire, even if we live nearby bushland.
It’s time to remind ourselves, just as we were taught when we were young and just as we teach our kids now, we must take every possible measure to protect ourselves from the immediate bushfire threat and respect just how dangerous living in a bushfire prone country can be.
Not only to protect ourselves and our loved ones, but also to set an example and model this behaviour for the next generation of Queenslanders.
