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Deep Dives

NRMA x Good Weekend

The Brief

When NRMA Insurance released ‘A Fire Inside’ – a significant project including a film, a book and a resilience movement with the Minderoo Foundation – to inspire every Australian to help and be better prepared to protect the country from future natural disasters, there was only one place to turn to launch the campaign: The Good Weekend.

NRMA Insurance’s data shows Australia is going to be facing more extreme temperatures, more acute droughts, longer and more intense bushfire seasons, and more destructive floods and storms in the future. The brand has a vision to encourage all Australians to take preventive action against these extreme weather events and build more resilient communities.

To achieve this, NRMA Insurance has created a suite of action-oriented programs that inspire people to proactively prepare – ‘A Fire Inside’ is the brand’s most ambitious project to date. The Good Weekend’s task was to get the word out to Australia.

The Execution

Good Weekend editor Katrina Strickland says NRMA’s execution was the dream of what sponsored content should be. “It’s actually engaging our really broad readership in an issue that matters to them.”

The Good Weekend has always been about its long form features and in-depth analysis of major issues confronting Australians in their lives. A wrap up of the Australian bushfires was exactly the sort of content Good Weekend readers would expect to find on the magazine’s cover and so it wasn’t at all out of place. NRMA’s decision to keep its brand presence very low key was also key to the overall effect.

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