AdaptNSW is a government body set up to help businesses and residents of NSW implement adaptation strategies to build resilience towards the impacts of climate change.

Working with multiple stakeholders, we were briefed to optimise the existing website to communicate to a broader audience, and help create a communication strategy that drives users to the site to find out more. We began by conducting research to understand our target audiences, allowing us to create a new positioning line;  'AdaptNSW. Helping NSW adapt to climate change. Get the facts. Take action. Create a resilient future.'

We then identified three communication pillars speaking to the needs of visiting audiences and positioning AdaptNSW as the destination for credible information. We developed a communications strategy that focused on the insight that by localising the impacts of climate change messaging, people are more likely to respond to the message.

We pitched a proximity-based campaign that challenged local communities to consider the impacts of climate change on their most loved natural assets. Through this awareness campaign concept, we encouraged audiences to go to the AdaptNSW website to learn more and take action.

Finally, we looked at each media channel most suited to reaching our audiences and developed a content plan for all messages, from awareness to engagement. The final results was a new AdaptNSW website, arming NSW people with the info they need whilst the government continues to work on mitigation and reducing impact.