NSW State Emergency Service launches new ‘Steer Clear’ campaign via The Idea Shed to drive life-saving floodwater decisions
In a bold move to tackle one of Australia’s deadliest flood risks, the NSW State Emergency Service (SES) has partnered with Creative Commerce agency The Idea Shed to launch Steer Clear – a multi-channel campaign designed to disrupt complacency and reframe the act of turning around as a life-saving choice.
Running from October 19, the campaign spans BVOD, radio, out-of-home, press and social, targeting high-risk flood zones across Sydney, the Central Coast and Illawarra. With over 60% of flood-related deaths in Australia occurring in vehicles, and a growing number involving 4WDs and SUVs, the campaign 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 like school bags, car seats and shopping lists become powerful storytelling 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,” said John Volckman, Partner/ECD at The Idea Shed.
The campaign was developed in close collaboration with NSW SES, whose research revealed that 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.
Creative Commerce Agency: The Idea Shed
John Volckman: Partner / Executive Creative Director
Richie Strettell: Partner
Mike Avery: Creative Director
Paul Fiore: Creative
John Fairley: Design Director
Emily Seay: Creative Strategist
Laura Dearden: Senior Account Director
Shona Williams: Senior Account Manager
Production Agency: Chronicle Studios
Nick Robertson: Director
Siobhan Crowley: Producer
Kate Turner: Project Manager
Si Kirk: Photographer
Sound design: Massive Music
NSW SES Team:
Nicole Hogan – Assistant Commissioner Emergency Management
Karen Akehurst – Manager, Community Strategy and Engagement
Belinda Franklin – Community Stakeholder and Engagement Officer
Matt Heap – Media and Communications Officer
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1 Comment
Strong. Good stuff, Mikey and Paul.