Chilean creative agency McCann Santiago collaborated with the National Forestry Corporation, an entity belonging to the Government of Chile, with the creation of a commercial produced for the first time by human carelessness. The audio visual campaign captures 100% real images of the fight against the forest fires that the country is currently suffering.

In the middle of a forest emergency due to the sources of fires in the south-central zone of Chile, the spot reveals the flames and accidents caused by human negligence, since 99% of the fires are caused by people and their negligence.

In relation to this problem, Montserrat Bauzá, director of marketing of the Ministry of the General Secretariat of the Government of Chile, expresses, "Campaigns like this allow us to reinforce the messages that we already had on the air about prevention and irresponsible behaviours that end in tragedies, such as fires that we continue to fight in the south of the country. For us it is very important to re-generate interest from agencies and their talents in public welfare campaigns, which allow us to reach the population with information of vital importance, with creative and highly memorable messages. The state campaigns must become relevant again.”

The call of this piece shared on TV, channels and digital platforms; seeks to raise awareness among the population about the impact of the fires that have affected areas such as Maule, Ñuble, Biobio, La Araucanía and Los Ríos and the hard work that the brigade members of the organization are facing to put out and appease the fire.

Likewise, Felipe Abufhele, creative director of McCann Santiago, supported, “With the forest emergency that is being experienced in different parts of the country, it became important for us to create a campaign that reaches all citizens. The data is really impressive when it shows that in 99% of the cases the fires are caused by people. With this information provided by the Government, we began to work together to produce a different campaign, one that breaks out of the clichés and thus we bring the harsh reality to the screens to make this call to attention to everyone.”