Research shows, more than 60 per cent of flood-related deaths in Australia occurred in vehicles. Most of these involved men over 30 years old driving through floodwaters, often accompanied by female passengers and children.
The new ‘Steer Clear of Floods’ campaign has launched across digital and broadcast media, seeking to reframe everyday decisions behind the wheel and encouraging drivers to turn around and find another way to go, when faced with floodwaters.
Featuring powerful imagery and messaging designed to evoke emotion and prompt action, the campaign urges drivers to pause, reconsider, and choose safety – not just for themselves, but for their loved ones.
This year alone, the NSW SES has responded to about 1,130 flood rescues across the state, many of which were for people driving into floodwaters.
For further information and resources, visit our campaign page here
Quotes attributable to Minister for Emergency Services, Jihad Dib:
“This is a confronting campaign but with a concerning number of rescues last year this is what we need. When it comes to floodwater, everyone in NSW should make the safe choice by steering clear of flooded roads and finding an alternative route."
“While our incredible SES volunteers are ready to respond to flood rescues when things go wrong, I want to see everyone doing the right thing and be extra cautious, so crews don’t have to head out under lights and sirens during a flood."
“Turning around isn’t letting someone down – it’s protecting them. I want to remind people that they’re not just driving for themselves, they’re driving for everyone who loves them, everyone waiting at home and for everyone in the car with them.”
Quotes attributable to NSW SES Commissioner Mike Wassing:
“We know that urgency, overconfidence, and familiarity with local roads are common reasons people drive through floodwater."
“This campaign speaks directly to those moments, reminding people that no destination is worth the risk. The consequences can be tragic and permanent. A moment's impulse can lead to a lifetime of regret."
"’Steer Clear of Floods’ is more than a slogan, it’s a life-saving reminder.”
Media enquiries: NSW SES Media on 1800 067 234 or media@ses.nsw.gov.au