Personalised email campaigns for seven different bushfire preparedness journeys

Personalised email campaigns for seven different bushfire preparedness journeys

Research Translation
Behaviour change
Dev Notes
May 31, 2023
Rachael Vorwerk
Using Dr Ken Strahan’s bushfire preparedness archetype research, the team at FireThrive worked with the Royal Fire Service (RFS) to develop seven unique behaviour change email campaigns tailored to Australians’ differing levels of bushfire preparedness.

Challenge statement

For people to change their behaviour, campaigns need to be tailored to the audiences’ unique location, beliefs and lifestyle. However, gathering this information can be time consuming and costly.
What the client wanted [NSW Resilience | NSW Government]
A behaviour change campaign on a lean budget that could fast-track this personalisation.
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The team used Dr Ken Strahan’s bushfire self-evacuation archetype research to create seven personalised behaviour change email campaigns.
Working directly with the RFS, the team mapped out behaviour change journeys for each archetype, and ‘plugged in’ relevant existing RFS bushfire education resources.
The campaign was launched in February 2022 (amid the 2022 NSW floods), with a total of 392 people receiving the emails.
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Email 1 showed the most level of interaction, followed by email 2. A total of 37.25% of the cohort opened the emails, and 23.53% of the cohort clicked through to resources.

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The nitty gritty details

Step 1: Quiz web application
  • The team worked closely with social science researcher Dr Ken Strahan to translate his research into a usable tool for bushfire-prone residents.
Step 2: Mapping each archetypes’ characteristics
  • We mapped each archetype’s characteristics over a number of areas including:
    • Threat perception
    • Evacuation preference
    • Prior knowledge/skill
    • Perception of stakeholders
    • Trusted information sources
Step 3: Behavioural analysis
  • With Ken Strahan, we analysed each archetype’s improvable trait of immediate focus
  • Then, we created a master behavioural goal to inform future behavioural planning and design
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Step 4: Stocktaking existing bushfire education resources
  • As each archetype had its own email journey, we needed e-learning resources to plug in to suit each
  • We worked closely with the RFS to map out which educational resources could be used for each archetype
  • Based on this, we could see where the gaps were, and which bespoke e-learning resources the team at FireThrive needed to create
Step 5: Building the e-learning resources to fit in the email campaign
  • The email campaign was built in Sendinblue, a digital marketing tool that we chose based on the ability to customise user journeys.
    • notion image
Step 6: User testing
  • Build, measure, learn, build, measure, learn!
  • We would constantly test our tool, and tweak depending on the needed changes.
Step 7: Launch and promote
  • Engaged with the 16 LGAs across the Greater Sydney, Hunter and Central region
  • Offered press kit and physical magnets for public spaces
  • Presented online at local resilience expos
Active Sustainability Development Goals (SDGs): Goal 4: Quality Education Goal 11: Sustainable Cities and Communities

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