CASE STUDY
CAL FIRE
CAL FIRE Wildfire Prevention & Education Campaign.
Services Provided:
Market Research
Strategic Planning & Implementation
Branding & Creative Development
Paid Media Planning, Placement & Measurement
Social Media
Website & App Development
Public Service Messages
Public & Media Relations
Events & Outreach
Stakeholder Coordination
Partnership Development
The Challenge.
In the face of rising temperatures, prolonged drought, and millions of dead trees, California’s wildfire risk has skyrocketed. CAL FIRE needed a way to inform and empower residents living in high-risk areas to take steps to protect their homes and families.
Our Approach.
We worked with CAL FIRE to launch the “Ready for Wildfire” campaign, creating a unified brand to deliver clear, consistent messaging across the state. We leveraged multimedia channels—from TV and radio to social media and community events—ensuring everyone knew how to stay prepared year-round.
The Results.
- Awareness of wildfire prevention ads rose from 59% in 2021 to 63% by 2024.
- 94% of residents reported removing dead vegetation, up from 89% in 2021.
- Forest health awareness increased by 13%, highlighting public support for preventative efforts like prescribed burns.
- Over 1.36 billion media impressions and $6.9 million in added media value delivered.
63% of residents remembered seeing our ads by 2024, a major jump in awareness compared to previous years.
See the campaign in action.
