Almost 30% of NSW's population is born overseas, yet critical emergency messaging from the NSW State Emergency Service has historically been delivered in English only.
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Many communities with low English proficiency live in areas at higher risk of floods, storms and tsunamis, creating a major communication gap that leaves them less informed, less prepared and more vulnerable.
NSW SES needed to create inclusive, culturally relevant emergency communications that empowered multicultural communities to better prepare for and respond to disasters.
Partnering with multicultural communications agency Ethnolink, we co-designed and produced emergency preparedness and imminent warning videos for flood, storm and tsunami in 15 languages, resulting in 90 culturally tailored video assets.
Community consultation was central to the project. Ethnolink led a four stage consultation process with CALD community members from high-risk areas including Western Sydney, the Illawarra and Northern Rivers.
Participants reviewed draft messages, scripts, visuals and final materials, providing feedback on cultural fit, tone, clarity and relevance.
All videos featured real community members and NSW SES volunteers, with visuals carefully tailored to reflect each culture through location, clothing and supporting footage.
