Seen+Noted: NSW SES and Bastion simulate how real a ‘Future Flood’ could be in new campaign
For parts of NSW, the impact of flooding can be devastating. Alarmingly, research undertaken after recent floods in the Hawkesbury Nepean Valley showed that 70% of people didn’t listen to evacuation warnings during floods in 2021-22. Together with NSW SES and the NSW Reconstruction Authority, Bastion developed the Future Flood project to raise awareness of the very real risk in flood prone areas, by simulating flood events at a personal level.
Four residents who had not previously evacuated were identified and their homes, right down to their vehicles, possessions and even children’s toys, were simulated to show accurate flood heights. This presented a powerful reminder to follow emergency warnings because failing to act could put lives at risk.
Says a NSW Reconstruction Authority spokesperson: “Making flood risk relatable can be challenging – we often refer to probability and complex details relating to when and where floods will hit – this campaign taps into the way people’s decisions are influenced and highlights how past floods are not a reliable indicator of what a future flood may look like.”
Says Simon Langley, national CCO, Bastion Group: “With the climate becoming increasingly unpredictable in Australia, following the advice of emergency authorities is more important than ever. It was a privilege to work alongside NSW SES, the Reconstruction Authority and simulation experts to create this data driven campaign with a powerful message we believe will resonate and change behaviour.”
Client: NSW SES & NSW Reconstruction Authority
NSW RA Flood Risk Management Division
Agency: Bastion
Group Chief Creative Officer: Simon Langley
Senior Creative: Harry Roth
Senior Creative: Chris Searle
National Chief Strategy Officer: Angela Morris
Group Client Director: Harry Mountier
Client Manager: Josh Staras
Senior Producer: Angelita Gandakusuma
Producer: Raquel Abi Ghosn
Shooter/Editor: Ryan Kermond
Senior Designer: Matt Gould
Integrated Studio Director: Sean Davitt
3D Production: Spatial Media
Sound: Rumble Studios
Media: OMD