To save lives and protect property, CAL FIRE needed more owners to safeguard their homes against wildfire and be evacuation-ready.
Our SAGE Approach
Sagent developed a statewide integrated education and awareness program for the “Ready for Wildfire” campaign. Of particular focus were those who live in the most vulnerable “Wildland Urban Interface'' areas. We also created an interactive, informative website any Californian can use as a guide. With our digital partner, Exygy, we developed a web-based app that let users track nearby wildfires, share information via social media, and customize preparation checklists.
- People aware of our wildfire advertising are more likely to rate the threat of wildfire to their personal property an 8 or higher (out of 10), a significant increase from 27% pre-campaign to 47% post-campaign.
- Media campaigns in 2015-2017 delivered nearly 50% in media added value.
- More than 745,000 visitors were directed to the campaign webpage.
- Downloads of the mobile app exceeded expectations by 133%. Approximately 87% of users use the app for wildfire alerts.