badc

Prolonged exposure to the iconic “If it’s flooded, forget it” campaign reduced its effectiveness.
Our challenge was to breathe new life into it, and change the behaviour of Queensland drivers around floodwaters.
Our audience was already aware that floodwaters could be treacherous, but often considered the risk worth taking to reach their destination. We needed to steer people away from self-assessing the dangers and help them overcome the psychological and physical barriers impeding their rational decisions.
Our strategy was to arm our audience with an action so simple and so memorable that it would become instinctual in the event of floodwater on the road. We asked them to Back it Up.
Driven by a cinematic TVC, the campaign was featured in TV, cinemas, radio, OOH, POS and social media to help highlight the dangers of floodwaters to a broad range of Queensland drivers.