The challenge
The risk and impact of wildfire is increasing in New Zealand due to climate change, but also how and where we are living. We’re seeing an increase in the frequency of significant wildfires in New Zealand over the last 3-4 years.
Large wildfires like the 2017 Port Hills, 2019 Tasman, 2020 Lake Ōhau, 2021/2022 Waiharara fires are occurring every 1-2 years, resulting in significant impact and losses. In addition, many of these significant wildfires are happening in the shoulder months rather than the typical summer period.
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Approx. 3% of wildfires |
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The approach
Our Wildfire Readiness and Prevention campaign features:
- pushing real-time local fire danger status to people in key locations through various online channels and digital outdoor billboards if the danger is high, very high or extreme
- delivering real-time and localised fire danger level and fire season information across MetService’s desktop and app platforms
- former NZ rugby player Christian Cullen, to remind people of the tips for safe backcountry cooking, campfires, beach bonfire and backyard BBQs
- the much-loved feathered ambassadors to highlight fire danger in selected channels such as DoC locations
- NZ rugby player, Samuel Whitelock, to help educate rural and semi-rural communities about simple ways they can keep themselves and their property safe.
We've developed a one-pager [PDF, 221 KB] about the campaign for your information.
Social media
Wildfire Readiness images and messages
- Is your property prepared for the fire season?
- If you’re not ready, the risk is always extreme
- Keep your grass short, clean dead leaves and debris from gutters and decks
- Keep your driveway clear of trees and hedges for fire trucks
- Make sure your RAPID property number is easy for emergency services to find
- Find out how to prepare at checkitsalright.nz(external link)
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Wildfire Prevention images and messages
- Before you light, always check the local Fire Danger at checkitsalright.nz(external link).
- If the local fire Danger is High, Very High or Extreme, don't light.
- If the Fire Season is Restricted, you will need a permit for most fire types.
- If the Fire Season is Prohibited, there is a total fire ban in place.
- Also remember to check the local council rules, there are often total fire bans on beach areas.
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Posters
Costs
The budget for the ‘Wildfire Readiness and Prevention’ campaign, live from September 2023 to May 2024, is approximately $650k. This includes both the production and media costs. As some of our channels are dynamic and will only deliver ads in specific locations when the fire danger is high, very high and extreme, the actual spend of the campaign will not be known until campaign end.