A hard-hitting new advertising campaign has been launched that will reinforce the deadly risks of fire and the importance of planning and preparing for the fire season, as the state heads towards a long, hot and dry season.

Premier Daniel Andrews and Minister for Police and Emergency Services Lisa Neville joined survivors of the 2009 Black Saturday bushfires and staff at the State Control Centre today, to launch Victoria’s bold new approach to fire preparedness – one of the largest fire campaigns in the state’s history.

The Premier and Ms Neville also acknowledged the devastating fires currently burning throughout NSW and QLD and expressed their deepest sympathy to the affected communities. Sixty personnel have been deployed to fight fires in NSW – with many more on standby – and Victoria is ready to further assist where possible.

Victoria is one of the most fire-prone areas in the world and everyone needs to understand just how dangerous fire can be, no matter where they live—whether it’s the outer suburbs, the coast or the country.

Starting today, the ‘How well do you know fire?’ campaign will run across television, radio, print, digital, social, and outdoor media to highlight the deadly risk fire poses and the importance of planning and preparing for the season.

Radiant heat from a bushfire can kill you from 300 metres away, and a single ember can start a new fire from 40 kilometres away. These facts will be combined with confronting imagery to ensure Victorians are prepared this bushfire season, after research found many people were becoming complacent about their personal bushfire risk.

The Andrews Labor Government is delivering the resources and support needed to protect the community this fire season, with all available emergency management staff and agencies ready to respond to incidents across the state.

This includes thousands of our dedicated volunteer and career firefighters from across all agencies, as well as a record fleet of 50 aircraft, which will hit the skies to help fight fires and keep communities safe.

Victorians and communities need to start preparing themselves for the fire season – visit www.vic.gov.au/knowfire to plan and prepare. People should also download the VicEmergency app now in order to receive emergency information and warnings.

Quotes attributable to Premier Daniel Andrews

“Most people think they know fire and that they’re prepared, but we simply can’t afford to be complacent – planning and preparing can be the difference between life and death.”

“Victoria is one of the most fire-prone places on earth, and many people will be shocked by what they learn about fire in this campaign. But the truth is, we need people to sit up and take notice.”