Closing the Communication Gap for NSW SES with In-Language Video

In June, we were proud to receive an Honourable Mention at the 2025 Emergency Media and Public Affairs (EMPA) Awards for Excellence in Emergency Communication.

As the only creative video agency in the room and the only one nominated, it was a meaningful moment for our team and a recognition of the work we believe matters most. 

Our awarded project, developed in partnership with NSW State Emergency Service (SES) and translation agency Ethnolink, tackled a critical issue: how to ensure emergency messaging reaches everyone, regardless of the language they speak.

In this blog, we unpack the story behind the project, why it was needed, how we approached it, and what we learned along the way. 

The Communication Gap That Put Lives at Risk

Almost 30 percent of New South Wales residents are born overseas, and many live in areas prone to floods, storms or tsunamis. Yet for years, emergency messages were delivered almost exclusively in English. 

That meant many communities with low English proficiency were missing out on life saving information, either because the language was unfamiliar or the format failed to connect.

Ethnolink, a multicultural communications agency, was engaged by NSW SES to help close this gap. Recognising the need for a visual, in language approach, Ethnolink brought Punchy in to lead the video production side of the campaign.

Together, we set out to create a multilingual, community informed campaign that would do more than translate a message. It needed to resonate. It needed to be trusted. And most of all, it needed to work.

A Structure Designed for Action

Together with Ethnolink, we produced 90 videos across 15 language groups, covering flood, storm and tsunami events.

For each disaster type, two videos were created per language:

• One focused on preparedness, helping people take practical steps before an emergency
  
• The other focused on imminent warnings, outlining what to do as an event unfolds
  

This meant each language group received six tailored videos in total.

Messages were written in plain language, reviewed by community members, and refined through four structured stages of consultation to ensure clarity, cultural relevance and accessibility.

This was never just about translating a message. It was about delivering content that met the real communication needs of each audience, in ways that were clear, trusted and actionable.

Co-Design That Builds Trust

Creating videos that resonate requires more than accuracy. It requires trust, and that trust is built through representation, collaboration and cultural understanding.

The co-design process was shaped by continuous input from NSW SES, community representatives, Ethnolink and our production team. This ensured the final content was not only linguistically correct, but also trusted, understood and actionable for the communities it was created to support.

To build that connection, we:

• Cast real SES volunteers and community members as on screen talent

• Filmed in familiar settings that reflected daily life

• Showed people speaking in their native language using culturally appropriate tone and phrasing

• Adapted visuals to reflect each community’s environment, clothing and context

These choices helped viewers see themselves in the content. The result was messaging that felt personal, credible and relevant, and most importantly, easy to act on in the moments that matter.

Below are a few examples of the final videos created for the campaign:

Flood: How to Prepare – Punjabi

Key messages: Check if your home is at risk, make a household plan, prepare essential supplies and get your property ready.

Flood: When Emergency is Imminent – Vietnamese

Key messages: Move early to higher ground, protect valuables above flood level, and never enter floodwater under any circumstances.

Storm: How to Prepare – Arabic

Key messages: Know when storms are most likely, prepare your home and outdoor areas, and pack an emergency kit with essentials.

Storm: When Emergency is Imminent – Cantonese

Key messages: Move indoors, secure loose items, unplug appliances and stay away from floodwater during the storm.

Tsunami: How to Prepare – Korean

Key messages: Make a plan, know your nearest safe ground, and prepare an emergency kit with food, water and key documents.

Tsunami: When Emergency is Imminent – Spanish

Key messages: Evacuate low lying coastal areas, move inland or uphill with your emergency kit, and stay well away from the water.

Delivering Real Reach and Results

Since launch, the campaign has delivered strong results:

• Over 170,000 views across digital platforms

• Engagement rates above industry benchmarks

• Positive community feedback confirming the messages were clear, relevant and easy to act on

More importantly, the campaign helped NSW SES move away from one size fits all messaging to a communication model that reflects the diversity of the communities it serves.

Why This Approach Matters

Emergency communication is not just about facts. It is about trust, accessibility and timing. If a message is not understood or not believed, it fails. Accuracy alone is not enough.

This project showed what is possible when you invest in proper consultation and co-design. When people see themselves represented, they are more likely to pay attention, believe the message and take action.

We are incredibly proud of this work and grateful to EMPA for recognising its importance. We hope this encourages more organisations to rethink how they engage with multicultural audiences, especially when the stakes are high.

Want to see what culturally tailored video could look like for your organisation? Get in touch with our team to start the conversation.