In December 2024, Fire and Emergency launched its new wildfire campaign, ‘Spot the Signs, Stop Wildfire’. Designed to become the new long-term wildfire prevention and readiness messaging platform, it encourages the public, especially land managers, and international and domestic tourists, to learn how to spot potential fire danger.

Universally understood as a system for highlighting dangers and threats, the ‘signage’ visual treatment is already well connected with wildfire risk in Aotearoa New Zealand through our current Fire Danger and Fire Season signs across the motu.

The new communication aims to encourage vigilance, personal responsibility and is designed to inspire action from our audiences.

The campaign features a series of images showing risky actions with a set of physical signs pointing to the risk. The messages focus on mowing, vehicles in dry grass and use of gas cookers - activities that are relevant throughout wildfire season.

The ‘signage’ visual treatment has also been introduced across digital advertising that triggers messaging related to lighting fires, extinguishing of burn piles, and activities based on the current Fire Season and when the local Fire Danger level is High, Very High or Extreme.

The campaign has tested positively with our key audiences – farmers and lifestyle block owners - and performance will be continuously monitored via Fire and Emergency’s always-on tracker.

The campaign features across print, digital, social, radio and outdoor channels including truck backs, gas bottles and petrol nozzle tags, until autumn 2025. 

Help us spread the message - campaign resources are available on the Portal(external link).

Last modified: