Advertiser: VICTORIAN GOVERNMENT
Agency: DEEPEND
Category: Branded utility/tool (for digital)
Advertising campaign: KEEP IT SAFE
Creative Director: Fred Haas (Deepend)
Art Director: Andrew Isaac (Deepend)
Strategy Director: Jen Tucker (Deepend)
Producer: Lisa Mckenzie (Deepend)
Technical Director: Rick Lannan (Deepend)
Flash Developer: Brayden Meyer (Deepend)
Client Services Director: Chris Joyner (Deepend)
Flash Developer: Ash Winch (Deepend)
Developer: Sam Brook (Deepend)
Brief Explanation
The ‘Keep it Safe’ project aims to increase awareness and preparation for fire related disasters by generating discussion between children and parents in a fun, non-threatening manner.Project materials were initially distributed to 10,000 elementary students from schools in the high risk Victorian Bushfire Risk register. The initiative has been praised by the Department of Education and Early Childhood Development, teachers, parents and students. Aiming to promote long-term positive behaviour change in a new generation of Victorians, ‘Keep it Safe’ has pushed every existing boundary in what has been done in terms of safety and education.