In response to the ongoing flood risk facing the Northern Rivers region, the NSW Reconstruction Authority, NSW State Emergency Service (SES), and the Australian Government have partnered with creative agency The Idea Shed to launch ‘Prepare Together. Stronger Than Ever’—a trauma-informed awareness campaign designed to build trust, inspire confidence, and empower residents to take small, meaningful steps toward flood readiness.
The campaign spans radio, out-of-home (OOH), press, digital display and social media, with tailored messaging and imagery designed to reflect the unique identity of the Northern Rivers. Offline resources and community engagement activities ensure accessibility for all residents, including those without reliable internet access.
“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. It’s about delivering meaningful value while empowering people to prepare for whatever comes next,” said John Volckman, partner and ECD at The Idea Shed.
The campaign was born out of extensive social research revealing that while most residents believe future floods are inevitable, emotional fatigue, trauma, and practical constraints often prevent action. 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.
‘Prepare Together. Stronger Than Ever’ reframes flood preparedness as a shared journey, not a solo burden. At its heart are portraits of two local residents, chosen to represent the diversity and resilience of the Northern Rivers. Their stories and imagery serve as a powerful reminder that readiness begins with something small—and when communities prepare together, they stand stronger.
The campaign promotes the four key SES pillars: know your risk; know the warnings; have a plan; and look after each other.
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)
