Living with fire danger is common to residence in a mountain community. But convincing home owners to do their part to protect the community can be a challenge. smith+jones was hired to reach home owners and create a campaign that showcased the importance of creating defensible space. SJ Marketing knows that humor can break down barriers and communicate more than just information. So we partnered with the community's well respected fire-fighting specialists and well known locals and we added a bit of humor to connect with the community at large. The award-winning campaign was wildly successful.