Emergency Management Victoria & Think HQ Partner To Increase Emergency Preparedness

Emergency Management Victoria & Think HQ Partner To Increase Emergency Preparedness
B&T Magazine
Edited by B&T Magazine



Playschool’s Justine Clarke and Bluey’s Melanie Zanetti have fronted a new integrated campaign for Emergency Management Victoria ahead of the high-risk weather season.

Summer in Australia is synonymous with festivals, BBQs, road trips and camping. However, it is also a time of increasingly extreme weather and natural disasters. With experts predicting an increased risk of fires and heat waves this summer, Emergency Management Victoria (EMV) tasked positive change agency Think HQ to make Victorians aware of how to navigate emergency scenarios.

The campaign leveraged the existing national Australian Warning System (AWS) to increase community awareness of VicEmergency channels as Victoria’s centralised source to help communities prepare for, respond to, and recover from emergencies.

With the insight that these channels and the AWS are so simple even a child could understand them, the campaign was developed around the central theme of storytelling.

Renowned storyteller and Play School presenter, Justine Clarke and Australia’s favourite family matriarch, Melanie Zanetti, aka ‘Chilli’ front the campaign alongside a series of animated ‘ambassadors’ – the warning signs themselves, representing emergencies like bushfires, floods, storms, and extreme heat.

Justine, Melanie, and the AWS characters take the audience on a journey to learn about the VicEmergency channels through a series of stories that appeal to both kids and those young at heart.

The core stories were then utilised across multiple formats, including video, printed picture books, audiobooks, radio spots and social assets, along with a suite of in-language assets across five different languages.

The campaign utilised every department within Think HQ from strategy and insights through to creative, production, animation, design, technology, PR and CultureVerse – Think HQ’s multicultural communications arm.

“We have really enjoyed working on the project and the chance to bring the warnings system to life through creative storytelling. The execution is really engaging, easy to understand and strikes the right balance between informative with a touch of humour. As we head into summer, we know how useful the materials will be for community members to understand our warnings and what they need to do during an emergency,” said Lucy Bell, manager for operational communications at EMV.

“After spending my summers over the past 10 years in a fire prone area in country Victoria, I have firsthand experience in the risks we face every year. We had a lot of fun collaborating with Justine (Clarke) and Melanie (Zanetti) on set as well as working closely with Think HQ’s team of illustrators and animators to bring the characters and stories to life,” said Think HQ ECD, Rob Barnett.

“Weather-based emergencies can be such scary and difficult things to navigate, which unfortunately many of us know from experience. It was incredibly fun bringing all elements of this campaign to life. I genuinely hope these stories help people feel informed about how to stay as safe as possible,” said Lauren Brown, Think HQ copywriter.

The campaign will be launched by the Deputy Emergency Manager Commissioner, Chris Stephenson at a school in a high-risk area. Stephenson will facilitate ‘storytime’ with the children and each will be presented with a hard copy of the book “A Family Camping Trip Takes A Turn”. Local Emergency Management agencies will also be on-site to answer any of the children’s questions.

Emergency Management Victoria (EMV), is leading the tailored, multi-faceted AWS initiative on behalf of Victoria’s emergency services.

 

CREDITS

EMERGENCY MANAGEMENT VICTORIA

Lucy Bell – Manager, Operational Communications

Reegan Key – Manager, Operational Communications

Taylor Woodward – Senior Officer, Public information Georgia Parker – Acting Team Leader, Public Information

THINK HQ

Founder/Managing Director: Jen Sharpe

Chief Creative Officer: Andy Lima

Executive Creative Director: Rob Barnett

Copywriter: Lauren Brown

Senior Art Director: Nathan Barrow

Illustrators: Tina Tran, Camilo Suarez

Creative Operations Manager: Rebecca Eastman

Producer: David O’Connor

Offline & online editor, colourist: Matt Fregnan

Offline editor: Nic Song

Animator: Edward Rocha

Motion Designer: Roberta Ramalho & Xiaohong Jiang

Audio Producer: Adam Dixon-Galea

Chief Technology Officer: Olivier Laude

Developer Programmer: Thuan Le

Digital Project Manager: Brogan Palmer

Senior Account Director: Torey Fitton

Account Manager: Tayla Lawson




Please login with linkedin to comment

Emergency Management Victoria Think HQ

Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]