Every year the City of Cape Town spends millions educating people about the dangers of fire, and fighting the effects of fires on homes and communities.

And, while the fiscal costs can be easily established, it’s often the intangible, emotional and physical loss that hits the hardest to people who’ve lost something to fire even those who have not.

Using this insight, we created a campaign and social posts that speaks to fiscal cost of fire for the City, while creating a counterpoint with visuals that speak to the emotional cost of fire. 

Concept Line: The True Cost of Fire