Emergency Broadcast / ABC Radio
Concept design & Art Direction Isabel Muldoon / Creative Direction Diana Costantini / Production Marina Younger
This campaign was designed to build awareness of the role the ABC plays in emergencies, and how audiences can access emergency information. The target was in increase usage of ABC Radio, ABC listen and the ABC Emergency website. Running through both bushfire and flood season, this campaign used beautiful black and white imagery of people coming together in tough times.
The campaign ran across all owned ABC platforms, radio, TV and outdoor using the tagline ‘Stay Connected’
Campaign results
The campaign strengthened ABC’s Masterbrand awareness and trust, reinforcing its role in keeping local communities connected and informed during emergencies.
Perceptions of ABC as a service that “connects me to my local community” increased to 64% (up from 61% in 2021), while 74% of outer suburban, regional and rural audiences identified ABC as the most reliable place for information in an emergency (up from 71%).
Awareness of ABC’s local emergency broadcasting services - including ABC Radio, the ABC listen app and the ABC Emergency website - also grew, reaching 50% (up from 48% in 2021), with notable gains among audiences under 50 in outer suburban and regional areas.