Play button


Ready for Anything

Campaign Edge created an exciting new campaign for professional firefighters in Victoria.

The ‘Ready for Anything’ campaign shows the extensive training of Professional Firefighters from Fire Rescue Victoria (FRV), and educates the community about the benefits of having a professional fire service.

Melbourne’s fire service boundaries had not changed since the early 1950s despite urbanisation and a growing population in outer suburban areas.

On 1 July 2020, the Victorian Government created Fire Rescue Victoria which brought together all Professional Firefighters under one Badge and extended professional fire service coverage to once excluded outer suburban areas.

A professional fire service means a guaranteed response time of 7.7 minutes – within the crucial period required to save life and property.

Professional firefighters are trained to tackle everything from house fires to complex industrial fires.

They are often first responders to other emergency situations and are trained to provide life saving emergency care, as well as use a range of life saving equipment such as the jaws of life.

The integrated campaign is running on Broadcast TV, BVOD, radio, press, Facebook and Instagram. Results so far include:

  • Reached 3.7 million Victorians via TV
  • Run over 500 radio ads
  • 231,000 views on YouTube
  • Reached 343,000 people on Facebook with 96% of rea tions being positive

More work