In response to the flood risk facing the Northern Rivers region, the NSW Reconstruction Authority, NSW State Emergency Service (SES), and the Australian Government are empowering residents to take steps toward flood readiness in a campaign via The Idea Shed.
The campaign spans radio, out-of-home (OOH), press, digital display and social media.
While most residents believe future floods are inevitable, emotional fatigue, trauma, and practical constraints often prevent action, according to social research.
Many rely on past experience to judge future risk, despite the increasing unpredictability of flood events. Trust in official warnings has also eroded due to past delays and conflicting messages.
“By deeply understanding the diverse needs of stakeholders and the Northern Rivers community, we’ve crafted a campaign that builds trust, inspires action, and celebrates collective resilience,” said The Idea Shed partner/ECD John Volckman.
“It’s about delivering meaningful value while empowering people to prepare for whatever comes next."
Credits
Creative Commerce Agency: The Idea Shed
Production Agency: Chronicle Studios
Producer: Siobhan Crowley
Project Manager: Kate Turner
Photographer: Si Kirk
Agency Team:
John Volckman – Partner / Executive Creative Director
Adrian Moore – Head of Creative Experience
Paul Fiore – Creative
John Fairley – Design Director
Emily Seay – Creative Strategist
Laura Dearden – Senior Account Director
Shona Williams – Senior Account Manager
Client Team:
Tara Venturini – Manager Communications and Engagement (Northern Rivers)
Bec Campbell – Senior Communications and Campaigns Adviser
Erin Brady - Senior Communications and Engagement Adviser (Northern Rivers)
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