Colorado State Forest Service Goes 'Live Wildfire Ready'

The Colorado State Forest Service enlisted 160over90 to develop a new wildfire mitigation campaign, 'Live Wildfire Ready,' that raises awareness among Colorado residents of the mitigation actions they can and should take to help limit the damage from worsening wildfires. The agency created a campaign and paid media plan centred around an original video production that highlights the small but impactful actions residents can take around their home to help limit the spread and mitigate the damage of wildfires.

“Wildfires are a part of nature and an inevitable part of life in Colorado," said Teddy Parker-Renga, associate director of communications and communities at the Colorado State Forest Service. "Spurred by a warmer, drier climate, they can strike at any time and under the right conditions can become highly destructive and deadly when they occur near homes and businesses. Coloradans must learn to live wildfire ready, especially residents who live in and around natural vegetation and are most at risk. The 'Live Wildfire Ready' campaign raises awareness of the need to be prepared for wildfire and empowers Coloradans to take practical, low-cost actions that lower the risk of wildfire to themselves and their families, homes and communities. By taking action, Coloradans can live wildfire ready – and make all of Colorado safer.”

“160/90 approached both the strategic foundation and creative expression for the 'Live Wildfire Ready' campaign with the key audience mindsets - and barriers - in mind," said Ryan Brown, SVP of branding at 160over90. "Our goal was to make the messaging both simple and actionable, and overcome any misperceptions that mitigation is 'hard' or requires cutting down trees. We brought wildfire mitigation to the forefront as a lifestyle – combining both education and action in an authentic message for Coloradans.” 

The campaign is currently running across the state.