Building Community Resilience for Natural Hazards

Many people from migrant and refugee backgrounds come from countries where natural hazards such as floods, storms, or tsunamis are rare or non-existent. As a result, there was a critical need not only to communicate what to do in an emergency, but also to build foundational awareness of what these hazards are, how they occur in Australia, and why they matter. NSW SES recognised the importance of helping CALD communities understand whether their local area is at risk, how to stay informed, and how to plan ahead in ways that are culturally appropriate and accessible.

Ethnolink led the campaign strategy, creative development, community engagement, and production of all campaign materials. We began with demographic analysis and risk mapping to identify 15 priority language groups across NSW. A three-phase communication framework—before, during, and after emergencies—was developed to guide the message architecture.

We consulted directly with with the community to co-design all content. Outputs included translated fact sheets, posters, social media tiles, infographics, and 120 live-action videos. Each video featured native-speaking talent, supported by NAATI-certified translations and community reviews of in-language content to ensure cultural accuracy and relatability.

The campaign was overwhelmingly well received. Community members and leaders expressed strong endorsement for the approach, noting they felt seen, heard, and genuinely included. For many, this was the first time they had received emergency information in their own language, delivered in a way that made sense to their lived experiences. The campaign not only provided practical knowledge but built lasting trust—setting a new benchmark for inclusive emergency communication in Australia.