CFA (COUNTRY FIRE AUTHORITY)

Victoria’s Country Fire Authority needed to modernize and change the way it did things in order to fully realise its potential as a volunteer fire service. With an ambitious and challenging Transformation Program, we helped CFA define its ‘why change’ story, so that everyone could see the benefits.

An organisational history of various reform projects set a difficult scene for this newest, biggest and most crucial Transformation for CFA. To overcome any potential cynicism of this latest project, we consulted with key groups inside CFA to develop a clear story about why we needed change, what was changing and exactly what people would see happening and when. 

This ‘Case for Change’ narrative linked the transformation strategy back to the heart of the organisation’s mission – to ensure they could continue to keep their communities safe and prepared for fire.  It was the blueprint for communications by the CEO and executive when talking about the transformation program and was accompanied by a strategic advice for key communications activities and phases in the transformation program.