The body representing Victorias volunteer firefighters wanted to remind residents of the importance of taking greater responsibility for their own fire safety and not to be complacent. GenR8 was asked to develop a regionally focused fire safety message that would appeal to peoples sense of community and build a greater connection between local fire brigades and the communities they serve. Real CFA volunteers were assigned to represent four high risk fire regions and deliver an honest and engaging message to their respective regions, via press, radio and television, that fire safety is everyones responsibility - Fire Safety Starts With You.