Another spring-summer. Another dire warning that floods are likely in Australia’s state of New South Wales. This year, NSW State Emergency Service (SES) wants to tackle one of Australia’s deadliest flood risks. Over 60% of flood-related deaths in Australia occur in vehicles, a growing number involve 4WDs and SUVs.
The SES has partnered with creative commerce agency, The Idea Shed, to launch Steer Clear to end complacency and reframe the act of turning around as a life-saving choice.
The campaign that launched on October 19, spans BVOD, radio, out-of-home, press and social, targeting high-risk flood zones across Sydney, the Central Coast and Illawarra, and aims to shift public perception and behaviour at the moment of decision.
Rather than relying on statistics or graphic imagery, Steer Clear takes an emotional-first approach, spotlighting the devastating impact on families left behind. Everyday objects such as school bags, car seats and shopping lists become powerful devices, reminding drivers that routine decisions can have irreversible consequences.
“In the year leading up to 2022, 60% of flood-related deaths in Australia occurred in vehicles, making it staggering that people still choose to drive through floodwater. We knew we had to jolt people into action by speaking to their heart, not just their head. This campaign with the NSW SES is Creative Commerce in action. It taps into the emotional currency of protecting loved ones, and uses creativity to drive meaningful behavioural conversion at the moment of decision,” stated John Volckman, partner and executive creative director at The Idea Shed.
The Idea Shed worked closely with NSW SES to develop the campaign, using research that revealed men over 30 are most at risk as drivers, while women and children are disproportionately represented among passenger fatalities. Many incidents occur during routine trips – school pick-ups, commutes, errands – where urgency and overconfidence override caution.
Credits:
Creative Commerce Agency: The Idea Shed
Partner & Executive Creative Director: John Volckman
Partner: Richie Strettell
Creative Director: Mike Avery
Creative: Paul Fiore
Design Director: John Fairley
Creative Strategist: Emily Seay
Senior Account Director: Laura Dearden
Senior Account Manager: Shona Williams
Production Company: Chronicle Studios
Director: Nick Robertson
Producer: Siobhan Crowley
Project Manager: Kate Turner
Photographer: Si Kirk
Sound: Massive Music
Client: NSW SES
Assistant Commissioner Emergency Management: Nicole Hogan
Manager, Community Strategy and Engagement: Karen Akehurst
Community Stakeholder and Engagement Officer: Belinda Franklin
Media and Communications Officer: Matt Heap
