The New South Wales State Emergency Service (NSW SES) has launched a new volunteer recruitment campaign titled 'Everyone Counts'.

The campaign, created in partnership with creative agency VML, aims to increase volunteer numbers across key regional areas in New South Wales, with a particular focus on locations recently affected by extreme weather events.

The 'Everyone Counts' campaign features real-life scenarios starring a full cast of actual NSW SES volunteers and staff. The campaign is designed to resonate across print, digital, and social media platforms, aiming to enhance public recognition of the essential roles played by volunteers and staff members.

"We were incredibly proud to get the call up for such an important organisation like NSW SES. When people think about volunteering, they think they’re going to be on the frontline, wading through floods or shifting fallen trees. But there’s a disconnect there because there are so many other ways to help that are just as important. And showing how many hands a simple sandbag has to go through to get in place we thought proved the point perfectly. Go on, volunteer. They’re great people doing great things," said Creative Director, VML Sydney & Melbourne, Jack Delmonte.

The campaign was created in response to increasingly frequent and severe weather disruptions. It underscores the teamwork required to brace New South Wales against any situation.

"We are proud to be part of the creation and launch of this pivotal campaign, a testament to the collaborative efforts of VML and the NSW State Emergency Services. This initiative underscores the importance of community safety in NSW, and the critical role that volunteers play," said Managing Director, VML Sydney & Melbourne, Sarah Bailey.