CFA (COUNTRY FIRE AUTHORITY)
Narrative for a New Chapter
Beloved by Victorians, the Country Fire Authority (CFA) was about to experience its biggest ever change – becoming a volunteer-only fire service. We helped CFA clarify its story as trusted, skilled and community-connected fire experts and gave them the tools to make that story heard.
In 2020, As part of Government reforms to establish Fire Rescue Victoria (FRV), the CFA was faced with a need to redefine its narrative about who they are and what they do in the fire services space, with the arrival of FRV. The CFA story has always been tied to its intrinsic connection with the communities they serve, but it needed now to tell the story of its future as a volunteer organization.
We consulted extensively across the organization 1200 volunteer brigades and 500 staff members to establish the fundamental story of the CFA brand narrative and their core brand values.
Working with GuerIlla Creative, we released this story as a moving 2-minute video and an accompanying web and social media story on the very first day the Government reforms came into effect.
To assist the Communications Division and wider executive deliver this story, we developed the CFA ‘Brand Book’ to guide key messages and content development to bring the ‘We are CFA’ brand story to life.