Research showed that some SA residents weren't sure on the role of the SES (there were stories of SES volunteers being asked to 'cut that fallen branch up smaller so I can use for firewood'.
This campaign aimed to show that the State Emergency Service, is in fact an Emergency Service.
Social media content was generated to encourage residents to 'Think before calling the SES'.
Outdoor was used for the campaign. The initial concept involved using 'real' yellow tape with broken glass bus shelters, but wasn't able to get through approvals due to driver distraction fears...