Queensland Fire and Emergency Services launch campaign to stop people driving in flood waters

Queensland Fire and Emergency Services (QFES) have launched a high-impact campaign to stop Queenslanders risking their lives by driving through flood waters.

The campaign builds on the brand’s ‘If it’s flooded, forget it’ campaign message in a bid to target a core group of four-wheel driving males in regional Queensland who continue to test boundaries and drive through floodwaters.

The campaign has launched ahead of Queensland’s storm season and is spearheaded by short online videos that dramatise the real-life experience of a driver who got into trouble in flood waters. It is supported by TV, online display, OOH and social media.

The campaign, which was created by Ogilvy Brisbane, will run until May 2018.

Peter O’Halloran, communications executive manager with Queensland Fire and Emergency Services, said: “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.”

Phil Nobay, ECD of Ogilvy Brisbane, said: “We’re talking about saving lives here, so we had a real responsibility to shake drivers out of their comfort zone. Backed by a brave client who’s determined to make a real impact on this issue, we’re confronting Queenslanders with the consequence of a bad decision on the people they’d leave behind.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.