With natural disasters rapidly on the rise, the ABC plays an increasingly important role as Australia's national emergency broadcaster, keeping communities informed and safe when lives and property are at risk. When power, phone and internet networks fail, Local ABC Radio becomes a vital lifeline.

We all know what lifesaving equipment looks like. Life rings, fire extinguishers, defibrillators, life jackets and first aid kits. But a radio probably isn't something most people would think to include on that list, despite its ability to keep people connected when other networks go down.

Our challenge was to change that perception and make Australians see local radio as essential emergency equipment, not just something to listen to.

We brought the idea to life by placing radios inside familiar emergency boxes found in public spaces. The campaign extended into films featuring real SES volunteers, firefighters and paramedics, with first responders from across Australia also lending their voices and experiences to our radio scripts.