The Queensland Fire and Emergency Service asks people to ‘Back It Up’ and not risk driving through floodwaters

The Queensland Fire and Emergency Service has launched a safety campaign ahead of its upcoming flood season, asking people to stop driving through floodwaters.

The TVC, created by GrowthOps, travels through a queue of cars banked up in heavy rain, considering driving through floodwaters, until the driver at the front decides to ‘Back It Up’.

The four scenes inside the cars – a nervous new driver, young males, a distracted mother and a 4WD owner – were carefully selected as they are the cohorts most likely to take the risk and drive through flood waters. This was done with the goal of preventing these groups from exempting themselves from the message.