This campaign was developed to communicate the hidden risks of waterways downstream from regional dams.
By drawing parallels between everyday understandable things and the unpredictable power of controlled river systems, the campaign helped audiences understand scale, speed, and danger in practical terms. The creative reframed abstract risk into something tangible — encouraging awareness, caution, and informed behaviour.
The campaign ran across print, outdoor, and digital channels, using simple visual storytelling to support public safety through understanding rather than alarm.
“Graeme translated complex risk into communication people actually noticed and remembered.”
