As the Australian summer ushers in its customary festivals and BBQs, it also brings a more somber reminder: the increasing occurrence of extreme weather and natural disasters. In a response that’s both timely and thoughtful, Emergency Management Victoria (EMV), in collaboration with Think HQ, has embarked on a novel campaign to educate the people of Victoria on navigating through potential emergencies.
The Australian Warning System: A Focal Point
This campaign ingeniously employs the Australian Warning System (AWS) to enhance public knowledge of VicEmergency channels. These channels are crucial in guiding communities through the stages of preparing for, enduring, and recuperating from emergencies. The strategy is simple yet effective: make these channels and the AWS intuitive and accessible to everyone.
Storytelling: The Heart of the Matter
Central to this initiative is the age-old art of storytelling. Leading the charge are renowned storyteller and Play School icon, Justine Clarke, along with Melanie Zanetti, also known as ‘Chilli’. They’re accompanied by animated characters, each symbolizing different emergencies like bushfires and storms, rendering complex information more relatable.
Captivating Tales for a Crucial Message
The campaign unfolds through engaging stories such as “Felix and his Friends Festival Adventure” and “A Camping Trip Takes a Turn.” These narratives are designed to capture the imagination of both young and old, making the educational content more digestible. The stories find their way into various formats, including videos, books, and social media, enhancing their reach and impact.
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Teamwork Behind the Scenes
The creation of this campaign was a collaborative effort, involving Think HQ’s entire team, from strategists to animators. Lucy Bell, Manager, Operational Communications, EMV, said: “We have really enjoyed working on the project and the chance to bring the warnings system to life through creative storytelling. The execution is really engaging, easy to understand and strikes the right balance between informative with a touch of humour. As we head into summer, we know how useful the materials will be for community members to understand our warnings and what they need to do during an emergency.”
Think HQ ECD, Rob Barnett said: “After spending my summers over the past 10 years in a fire prone area in country Victoria, I have firsthand experience in the risks we face every year. We had a lot of fun collaborating with Justine (Clarke) and Melanie (Zanetti) on set as well as working closely with Think HQ’s team of illustrators and animators to bring the characters and stories to life.”
Lauren Brown, Think HQ copywriter said: “Weather-based emergencies can be such scary and difficult things to navigate, which unfortunately many of us know from experience. It was incredibly fun bringing all elements of this campaign to life. I genuinely hope these stories help people feel informed about how to stay as safe as possible.”
Launching the Campaign with Community Involvement
Deputy Emergency Manager Commissioner, Chris Stephenson, will introduce the campaign at a school located in a high-risk area, emphasizing the importance of engaging with the community, particularly the younger generation, in matters of emergency preparedness.
EMV’s partnership with Think HQ in this campaign represents an inventive approach to a serious issue. By intertwining creative storytelling with vital emergency preparedness information, this initiative is set to make a significant mark on how Victoria handles its emergency scenarios.
You can view the work HERE.
