Fire and Emergency New Zealand: Spot the signs. Stop wildfire.

97% of our wildfires are sparked by human activity.

Most wildfires in New Zealand start due to accidental oversights – often because people are unaware of the potential risks.

Building on the well-known wildfire danger sign, this campaign encourages people to notice risks they might typically overlook.

Images were shot entirely in-camera around Aotearoa, and then used in press executions – with no additional text or graphics needed.

Just a single, simple photograph.