Northern Rivers flood preparedness campaign urges small, practical action

A new trauma-informed campaign from the NSW Reconstruction Authority and NSW SES aims to help Northern Rivers residents take small steps toward flood readiness.

Developed by The Idea Shed, Prepare Together. Stronger Than Ever is designed to build trust, inspire confidence and reframe flood preparedness as a shared community effort rather than an individual burden.

The campaign will run across radio, out-of-home, press, digital display and social media, supported by offline resources and community engagement activity to ensure accessibility for residents without reliable internet access. Messaging and imagery have been tailored to reflect the identity of the Northern Rivers region.

John Volckman, partner and executive creative director at The Idea Shed, said the work was shaped by a deep understanding of community needs.

“By deeply understanding the diverse needs of stakeholders and the Northern Rivers community, we’ve crafted a campaign that builds trust, inspires action, and celebrates collective resilience. It’s about delivering meaningful value while empowering people to prepare for whatever comes next,” Volckman said.

The campaign draws on social research showing most residents believe future floods are inevitable, but emotional fatigue, trauma and practical constraints often prevent action. Many also rely on past experience to judge future risk, despite increasing unpredictability of flood events, while trust in official warnings has been eroded by previous delays and conflicting messages.

At the centre of the campaign are portraits of two local residents representing the diversity and resilience of the Northern Rivers, reinforcing the idea that preparedness starts small and grows stronger when communities act together.