Fire & Emergency Services Levy Campaign

When asked to prepare a campaign to promote the most significant tax reform in NSW since the 1980’s, we produced an authentic story told from the perspective of our emergency services.

With virtually no awareness in the community of the current insurance-based levy, together with NSW being the most underinsured state in Australia, this campaign needed to inform the community that the burden of funding our emergency services shouldn’t fall only on those with property insurance, but all property owners.


NSW Treasury – NSW Government


Strategy, creative concept, TV, radio, social media + online, logo design, press, outdoor, direct mail, posters, search, print.



Our story was told in multi-channel media across the state and used real workers saving the lives of the people of NSW – heroic and impressive. ‘It isn’t new, it’s just fairer’ was the featured message in all campaign elements, including mail to every household in NSW.

2.7 Million

Households reached

7.2 Million

People in NSW reached


Awareness rose 24% to 49%


Support up 
from 65% to 80%


Mid-campaign research results showed a significant increase in the support rating, up from 65% to 80% and increased awareness from 24% to 49%. These results were captured after three weeks from the campaign going live.

FESL Results Image
FESL Outdoor Image

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