We were briefed to optimise the existing website to communicate to a broader audience, and help create a strategy that drives users to the site to find out more. 

We began by conducting research to understand our target audiences and allow 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  mapped these out against our overarching messaging framework, tailoring messages to engage and activate these audience groups. 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.