At Electric Road, we believe in the power of creativity to move people — and to move policy. This was never more true than in our recent collaboration with the Murray Darling Conservation Alliance (MDCA) on their latest advocacy campaign: Dry Rivers Kill.
A River System in Crisis
The Murray-Darling is Australia’s largest and most vital river system — and right now, it’s in serious trouble. After record-low rainfall and declining water flows, the Murray is drying out in places where it should never run dry. Communities, native species, and ecosystems are all at risk.
MDCA came to us with a clear mission: help rally public attention and political will to return the river to health. Our response? Dry Rivers Kill — a stark, unapologetic campaign designed to stop South Australians in their tracks.
From Idea to Impact
We were proud to lead the campaign’s creative direction — developing the campaign name, designing bold visual assets, and rolling out a multichannel presence across metro and regional South Australia.
Outdoor creative across bus shelters, digital billboards, and roadside signage delivered the message in big, unavoidable ways — confronting commuters with the real cost of inaction.
A print feature in The Advertiser grounded the campaign in editorial impact, speaking directly to South Australians with the data, facts and urgency they need to take notice.
On social and digital, we extended the campaign’s reach and impact through paid advertising strategy and execution, helping MDCA drive awareness beyond the streets and into South Australian homes.
Take a closer look at the visuals:
- Reel – “Dry Rivers Kill” in motion
- Outdoor creative on location
- Creative design process behind the campaign
Creative with a Cause
This campaign was more than a brief — it was a chance to use design and storytelling to advocate for something real. As our Creative Director Terry Rogers put it on LinkedIn:
“This one meant a lot. Contributing to a project fighting for the survival of something so essential felt like more than work — it felt like purpose.”
What's Next?
MDCA continues to push for better water laws and protections across the Murray-Darling Basin. This campaign was one moment in a much longer movement — but we’re proud it helped raise voices, grow awareness, and keep the conversation flowing.
Want to work with us on work that matters? Get in touch — we’re always ready to hit the road.
