Back It Up — Breathing new life into an old platform saves lives on flooded roads

To solve a human problem

Eventually, even the best campaigns can fall victim to their own success.

‘If it’s flooded, forget it’ is an iconic platform recalled by 86% of Queensland motorists. But over a third say they would still drive through floodwaters after assessing the situation. Why? Prolonged exposure to messaging can lead to disengagement. And cognitive biases hardwired into our brains can trigger irrational and dangerous behaviour.


Queensland Fire & Emergency Services

  • Brand
  • Advertising
  • Behaviour Change Strategy

We make better things

To remove the need for over a million Queenslanders to self-assess and make poor driving decisions, we created a powerful, single minded, action-oriented hook: Back it up. We showed how the smartest, bravest and best move you can make when faced with floodwater on the road is to stop. Take a moment. And back it up.

The campaign lockup used a U-turn device for mnemonic effect and to link to the ‘If it’s flooded, forget it’ platform, which we refreshed without diluting its equity. The creative featured captivating storytelling and visual effects and ran through the summer storm season on tv, cinema, contextual OOH, social platforms and digital channels.

Collaborate. Ideate. Activate.

23 Kyabra St, Newstead, Qld 4006, Brisbane Australia

Brisbane based Khemistry is part of Asia-Pacific-wide marketing and technology group, GrowthOps. Together, we can help your organisation build and launch transformational products, acquire and retain new customers, and boost capability and performance.