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
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.