Queensland Reconstruction Authority

Opportunity

Unless a natural disaster is imminent, most people don’t even give it a thought. We needed to address that lack of urgency and create awareness that by taking three simple actions you can help reduce the impact of a disaster on your home, family and community.

Solution

We created an integrated TV, radio, outdoor, online and workplace campaign that speaks to Queenslanders in a way they can respect and respond to. And who better to give our words a voice than footy legend Johnathan Thurston? A leader on and off the park, his presence and genuine commitment to the people and communities of Queensland ensures this important message achieves maximum cut through.

The campaign exceeded expectations by scoring extremely well in awareness and effecting behaviour change

Awareness
• 88% > campaign was easy to understand
• 83% > a good reminder to get prepared
• 95% > had no improvements to the campaign

Behaviour Change
Scored very high on desired key actions as direct result of campaign including: preparing an emergency kit, checking insurance coverage and making an emergency plan