Experts estimate that man and his negligence are the main cause of as many as 90% of forest fires. Having this in mind, within the campaign and slogan called “Recklessness is the first spark”, CTA komunikacije and Vertigo created three promotional videos for Croatian Forests that cover the most common triggers of summer forest fires. The deliberately chosen protagonists are ordinary people whose reckless actions can often be seen in reality, and their consequence is a fire with a catastrophic outcome.
A single spark is enough to start a fire
The young couple enjoys camping and talks about their past and future. When they go to sleep, they leave a flame burning in front of the tent.
A cigarette butt is the most common indicator of negligence
Since escaping to wooded mountains and hills is one of the favourite actions of Croatian citizens and their visitors, in the second video, two recreationists take a short break during one of their walks. Just before leaving, a well-known situation occurs in which an unextinguished cigarette butt ends up on easily flammable dry soil.
A piece of glass is another source of fire
Discarded glass can cause a fire, too. Although the possibility of starting a fire by a magnifying glass is the most commonly known to the wide audience, a piece of glass in the wrong place is enough to start a fire in the nature. Find out how a carefree game of two teenage girls can become the first in a series of unfortunate events, in the latest promotional video of Croatian Forests.
In addition to taking care of your actions in nature, in case of noticing any smoke in the summer months, it is important to immediately call 193 or 112. A fire avoided is the only fire “extinguished” on time, and that is why “Prevent a fire before it starts” is an additional message of the campaign.
All video content is part of a much wider campaign and will be shown on television and through digital channels from June to September 2023. Radio ads will start soon, promotional materials in English are being prepared, as well as billboards in the city of Croatia and advertising spaces on the beaches, where the largest number of people gather in the summer.
The visual identity of the campaign “Recklessness is the first spark” was designed by 2Dizajnera.
The ultimate goal is to make citizens and tourists aware of their role in preserving nature, property and human lives from the devastating effects of fire. All materials related to the campaign Recklessness is the First Spark – Prevent a Fire Before It Starts/ Nemar je prva iskra – Spriječi požar prije no što nastane can be found and downloaded on the official website of Croatian Forests, as well as on social networks, Facebook, Instagram and LinkedIn.
