NSW SES and VML launch volunteer recruitment campaign in extreme weather areas

The NSW State Emergency Service (NSW SES) has launched a new campaign with VML to boost volunteer numbers across key regional areas.

Targeting locations recently affected by extreme weather events, ‘Everyone Counts’ features real-life scenarios starring a full cast of NSW SES volunteers and staff.

VML Sydney and Melbourne creative director Jack Delmonte said the agency was incredibly proud to get the call up for such an important organisation.

“When people think about volunteering, they think they’re going to be on the frontline, wading through floods or shifting fallen trees,” Delmonte said.

“But there’s a disconnect there because there are so many other ways to help that are just as important. And showing how many hands a simple sandbag has to go through to get in place we thought proved the point perfectly.

“Go on, volunteer. They’re great people doing great things.”

Running across print, digital, and social media platforms, Everyone Counts seeks to connect volunteers to the SES by enhancing public recognition of the essential roles played by volunteers and staff members.

On the partnership, VML Sydney and Melbourne managing director Sarah Bailey added:We are proud to be part of the creation and launch of this pivotal campaign, a testament to the collaborative efforts of VML and the NSW State Emergency Services.

“This initiative underscores the importance of community safety in NSW, and the critical role that volunteers play.”

Client: NSW SES
Creative agency: VML
Director: Joel Burrows
Director of photographer: Don Buppapirak
Composer: DG Music
Colourist: Matt Fezz
Sound mix: Noise International
Media: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.