Get Ready Weekend 2025
NSW Rural Fire Service
For 2026, the challenge went beyond refreshing the campaign. We worked with NSW RFS to expand the preparedness conversation, translating detailed safety information into clear, practical social content that helped people understand not only why they should prepare, but what they could actually do.
Bush fire risk looks different across NSW. So do the communities experiencing it. With brigades speaking to rural, coastal, regional and semi-urban communities, the campaign needed to feel locally relevant while maintaining a consistent state-wide presence.
Our refreshed hero imagery reflected different people, places and circumstances across NSW, helping communities see themselves in the campaign and understand why preparedness matters to them.
Social gave us an opportunity to turn that relevance into action. Clear messaging and relatable imagery made preparedness feel practical and achievable, encouraging people to start, review their plans or take another step towards being better prepared.
We then extended the campaign across a flexible suite of print, digital and event assets that brigades could adapt for their local communities. Together, they gave brigades practical tools to promote Get Ready Weekend and reinforce preparedness at a local level.
The result was a cohesive campaign designed to do more than promote Get Ready Weekend. By combining local relevance with clear, achievable actions, it helped brigades turn preparedness messaging into community action.
NSW Rural Fire Service
NSW DPI Recreational Fishing Trusts
NSW DPI Fisheries
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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