Queensland Fire and Emergency Services (QFES) have launched a high-impact behavioural change campaign this week created by Ogilvy Brisbane.
Building on the campaign’s well-established ‘If it’s flooded, forget it’ message, this year’s campaign addresses the results of QFES research highlighting that although most Queenslanders agree with the message, some people continue to risk driving though flooded water.
Ogilvy Brisbane executive creative director, Phil Nobay, said it was important that the creative challenged audience apathy and addressed the message fatigue that a familiar campaign can face.
“We’re talking about saving lives here, so we had a real responsibility to shake drivers out of their comfort zone,” he said.
“Backed by a brave client who’s determined to make real impact on this issue, we’re confronting Queenslanders with the consequence of a bad decision on the people they’d leave behind.
“Using genuine accounts of those who’ve narrowly survived driving through floodwater – everyday mums and dads – we’ve brought to life the impact that not having a plan can have on loved ones.”
The campaign is spearheaded by a content piece that dramatises the real-life experience of a driver who knows the dangers of flooded roads first-hand.
Research identified that a core group who continued to test the boundaries and drive through floodwaters are males living in regional areas who drive four-wheel drives.
“These guys think their vehicles are bullet proof,” Nobay said. “To capture the sheer terror of flood water, we pumped almost 5,000 litres of water into a four-wheel drive as the driver sits behind the wheel telling a story of when it all went wrong.
“This was a massive challenge for director Miles Murphy, as the sheer force of the water could cause issues and we really weren’t sure if the car would hold together long enough for the story to be told.
“It was a huge achievement to capture the entire piece in a seamless, single take.
“But, of course, we’ll only measure true success on how effectively the message lands on the audience. Don’t get out of your depth. Prepare for your decision to affect others.”
Peter O’Halloran, executive manager of communications at QFES, said: “Every year as Queensland’s storm season starts, it is imperative to re-emphasise the message that driving through floodwaters is dangerous.
“This campaign centres around how a driver’s spontaneous decision may affect other people in their life, including mothers, fathers, children, friends and colleagues.
“If we can increase community engagement to understand the importance of having a floodwater plan, then it’s one step towards decreasing the number of people who have or might consider driving through flooded roads.”
The recently launched campaign features a broad spectrum of above-the-line activity including TV, online display, out of home and social. It will continue to run until the beginning of May 2018.
Creative: Ogilvy Brisbane
Executive creative director: Phil Nobay
Strategy director: Ewen Pettit
Creatives: Andy Geppert, Sam Whatley, Richard Taylor, Simon Budzevski, Jack Towers
Account director: Dianne Grice
Production: TAXI Film
Director: Miles Murphy (core film)
Sound: Rosco Audio
Director: Greg Henderson (testimonials)
Post-production: The Post Office