Have You Been Sucked In?

Plenty of people around the Gold Coast have been - by the Gold Coast City Council's new stormwater safety campaign, Sucked In developed by Business Communications Management.

The Stormwater Drainage System Awareness Campaign is designed to capitalise on the initiatives and collateral developed for the 2004-2005 summer storm season.

Its purpose is to educate Gold Coast residents on the dangers posed by flash flooding and stormwater drainage systems at all times of year.

The key objective is to help Gold Coast residents and visitors make the right decisions when around stormwater systems to prevent injury and death to themselves and others.

A secondary objective is to ensure all stakeholder groups, such as other overlapping units within the Gold Coast City Council, police and SES communicate a unified message.

The campaign’s key message is:
“Don’t get sucked in by stormwater”

Three target markets were identified:
The primary target is risk taking teenage boys
Children from about aged 8 to 13 who might play with reduced adult supervision
All adults, in particular adult males who may feel under peer or familial pressure to take risks when crossing flooded roadways or to rescue something ‘lost’ in a stormwater system

Business Communications Management produced:

• A Hollywood-style DVD available to be given away at sponsoring businesses
• A fully developed web site that contains useful information for all of the target market and provide an on-going resource for council, community and education stakeholders
• A cinema and radio advertising campaign that uses the teaser movie trailer to educate the audience
• Media Relations campaign
• Support for developing a primary and secondary education curriculum to reinforce the stormwater safety message in a longer-term strategy.

If you've been 'sucked in' by the work we've done (take a look at our on-line portfolio) and give us a call today on (07) 5591 8081 or email the team at enquiries@bcm-online.com.au.