Their campaign — built around the simple and memorable steps of "bag it, block it, lift it and leave" — needed to speak to a general audience in flood-prone areas, who'd need to become familiar with safety procedures in the case of an emergency.
Animation was chosen as a medium to appeal to the broad demographic, with both regional and urban versions. It would introduce the "bag it, block it, lift it and leave" slogan with the song, in a catchy memorable way.
The subsequent live-action videos then served a more instructional purpose, demonstrating exactly what steps ought to be taken when bagging, blocking, lifting and leaving.
Versions of the video were made to suit urban and regional audiences by swapping out animated assets in the background, and cutdowns exported for use on social media, further segmenting and targeting relevant audiences.
"Utilising both live-action and animation spoke to audiences young and old and presented up the important "bag it, block it, lift it and leave" message in an engaging and memorable way. The next time a flood is on its way, they will know what to do"
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