Ethnolink launches multilingual flood safety campaign for NSW SES

NSW State Emergency Services (SES) has launched a culturally and linguistically diverse campaign, developed by multicultural communications agency Ethnolink.

The campaign will deliver flood warning and safety messages for multicultural communities in Sydney’s north-west, launching off the back of the news that three people in NSW from multicultural backgrounds tragically lost their lives during flooding events earlier this year.

Other assets:


Traditional Chinese:

Rolling out across a number of channels, across digital, social media, print and radio, the campaign has been launched in Arabic, Cantonese, Persian, Korean, Mandarin and Punjabi and features community members and NSW SES personnel communicating important safety messages about flooding in-language.

Minister for emergency services, Steph Cooke, said the campaign would assist with the community’s ability to respond in a crisis.

“Tragically three people from culturally and linguistically diverse communities lost their lives during the February-March flood event and we must continue to ensure that flood warnings and safety messages reach everyone living in this part of Greater Sydney,” she said

Ethnolink was responsible for research, creation of assets from concept to creative execution, community consultation, translation, typesetting and community testing of in-language assets.

Ethnolink founder and CEO, Costa Vasili, said: “This campaign has the potential to save lives, and it’s been a pleasure to work with a client such as the NSW State Emergency Service that cares deeply about equitable access to important information about flooding for all people, regardless of the language that they speak.”

“Leveraging community voices was central to this campaign because our research indicated that communities typically trust messages delivered in-language by people from their community, particularly when they are in a position of authority.”

NSW SES commissioner, Carlene York, said the campaign was a significant step.

“This campaign is really important to target locals in the Hawkesbury-Nepean community who speak languages other than English, and some of whom have experienced multiple floods in the past 18 months,” she said.


Costa Vasili – Founder and CEO
Rachael Coulthard – Multicultural Communications Adviser
Cloé Bru – Senior Translation Strategist
Andrew Kenny – Production Manager
Bethany Sheahan – Senior Project Manager
Wenxuan Pan – Project Manager
Thomas Kiorgaard – Project Manager
Shereen Ghali – Project Manager
Madeleine Simpson – Project Manager
Joey Chan – Project Manager
Jay Ablay – Project Manager
Kirk Baldovi – Multilingual Typesetter
Kenth Cadayday – Multilingual Typesetter
Mark Gomez – Quality Manager
Emily Tan – Copywriter
Ana Barciela – Copywriter

Creative Production – Cornerstone Alliance
Sunita Miranda – Director and Co-Founder
Narayan Ramchandani – Director and Co-Founder
Jeremy De Guzman – Marketing Coordinator and Creative Lead
Justin Olivares – Creative Designer

Video Production – Punchy Digital Media
Anthony Lam – Managing Director
Dorian Detragiache – Senior Video Strategist
Taehyun Kim – Videographer



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