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UFU Victoria

Ready For Anything

Campaign Edge worked with the UFU Victoria to raise awareness about the recent spate of chemical fires around Melbourne and the impact these have had on professional firefighters.

Illegal toxic dumping releases dangerous, cancer causing chemicals into the atmosphere. Firefighters are already 3 to 5 times more at risk of contracting cancer than the general community. Protective fire gear does not offer full protection.

We interviewed three of the firefighters who fought the infamous West Footscray blaze – telling their emotional stories about how their health has been impacted by the fire.

We also developed a dedicated campaign brand, full page press ad in The Age and a 2 week radio campaign in Melbourne to call on the Government to implement tougher laws to jail toxic dumpers.

The campaign worked – with the Government bringing in place tougher penalties for toxic dumpers.

Ready For Anything TVC


The integrated campaign is running on Broadcast TV, BVOD, radio, press, Facebook and Instagram, resulting in –

3.7 million Victorians reached via TV

Over 1,400 radio spots across Victoria

Over 231,000 views on YouTube

Over 500,000 people reached on Facebook and Instagram – with 96% of reactions being positive



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