PUB's latest campaign gets Singaporeans flood-ready in a flash

Singapore's national water agency PUB has launched a new campaign titled "FLASH" to get Singaporeans flood ready. The campaign comes amid frequent and extreme rain events due to climate change as well as sudden and intense storms resulting in flash floods. 

"While PUB's flood management measures have alleviated flood risks in Singapore over the years, it is impossible to eliminate floods entirely. As weather patterns become more erratic, your response matters," said PUB in a statement seen by MARKETING-INTERACTIVE. 

Don't miss: "Big ways, small ways. All OK," says PUB in new water-saving campaign

In order to be flood-wise, Singaporeans can remember "FLASH", which stands for 'Follow PUB flood alerts', 'Learn how to be flood ready', 'Avoid flooded areas', 'Share PUB flood updates' and 'Help others where possible'. 

As part of the campaign, PUB has released a short titled "Get flood-wise in a F.L.A.S.H.". The short sees a man warning a stall owner that it will rain heavily. 

The man is later seen in a cab and gets a notification on his phone. He instructs the driver to take an exit, of which it later revealed that there was flood ahead of them on the road. 

Finally, the man sees another man walking out on the road and he quickly stops him from stepping into a puddle. 

In addition to the short, PUB is working with car sharing BlueSG to place 'Flood-wise drive' decals with flood safety tips on its fleet of vehicles. 

BlueSG customers will also receive flood safety tips and information via the app and social media to help them stay alert on the road. 

Starting 2 December this year, drivers in Singapore may also collect a 'Flood-wise drive' decal with flood safety tips for motorist from any Esso station, while stocks last. 

Meanwhile, the public can receive flood alerts via PUB's Telegram channel and the myENV app. 

The "FLASH" campaign comes after PUB's "Big ways, small ways. All OK," campaign which was launched earlier in April this year. 

Based on the idea that every act can make a difference, the campaign aims to spur people across the nation to play their part in building a sustainable water future for Singapore.

Launched in conjunction with PUB’s annual Singapore World Water Day Celebrations in March, this years’ campaign recognises the different ways people across Singapore are incorporating good water habits into their daily lives.

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