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Case Study Victorian Fire Season Campaign

Vic Gov's seasonal fire safety campaign reaches millions of Victorians every year

Case Study – Victorian Government: Fire SafetyIndustry · Government

About the Victorian Fire Season Campaign

Since 2017, Convenience Advertising has worked with the Victorian Government Department of Justice and Community Safety (DJCS) to deliver the annual Victorian Fire Season Campaign (VFSC).

The annual VFSC seeks to increase community awareness of the risks associated with bush and grassfires, highlighting the importance of fire preparedness. Convenience Advertising was used to help raise awareness with Victoria’s culturally and linguistically diverse (CALD) communities.


Victoria is one of the most culturally diverse societies in the world and is among the fastest growing states in Australia. The goal for the 2022 campaign was for the messages to reach all Victorians, including those that speak a language other than English.


Convenience Advertising developed a multi-faceted and targeted campaign, designed to engage with 13 CALD communities, across regional and metropolitan Victoria. The campaign featured in 14 languages: English, Greek, Vietnamese, Dari, Hindi, Punjabi, Karen, Farsi, Mandarin, Filipino, Italian, Arabic, Turkish and Cantonese.

The campaign was geotargeted by increased risk of grass or bushfire. The CALD messaging was further geo-targeted by suburb, focusing on the two most commonly spoken languages other than English.

The campaign used unique QR Codes to directly compare engagement across the 13 CALD communities, providing key insights into the effectives of the messaging, and level of engagement within each language group.

  • Venues: Shopping centres
  • Locations: Victoria


The ongoing partnership between Convenience Advertising and DJCS has educated millions of Victorians about fire safety, and the continuing success of the campaign is a key example of the effectiveness of bathroom advertising. An example of this success is the 2022 ‘How Well Do You Know Fire?’ CALD campaign:

  • 30.3M

    total visits
  • 55%

    of QR code scans were in a language other than English