PUB warns Singaporeans to stay alert or get wet in latest flood campaign

Singapore’s National Water Agency, PUB, has teamed up with Splash Productions for the second year running to urge Singaporeans to stay alert and prepared for flash floods, ahead of the year-end Northeast monsoon.

The campaign, “Flood-Wise in a F.L.A.S.H.,” builds on last year’s initiative with a focus on driving urgency among the general public, particularly motorists, pedestrians, commuters, and home and business owners who are most at risk. PUB and Splash said the initiative aims to engage even those who might otherwise be indifferent to flood preparedness.

To reach the public where they are most vulnerable, the campaign will include targeted media placements with partners such as GRAB and GoJek, alongside a broader rollout across free-to-air, out-of-home, transit, digital, and social channels from November 2025 to January 2026.

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The campaign film, “Nobody needs to be the wet one out”, follows a drenched motorist stuck in a lift, a homeowner watching her belongings ruined by rising water, and a businessman wading through flooded streets. Their fortunes change, however, once they access PUB Flood Alerts and make timely, informed decisions, showing how being flood-wise can turn a potentially miserable situation around.

“It's a simple human truth: Nobody wants to be the ‘wet one out’, especially when others seem to know better,” said Mark Lim, creative director at Splash. “We leveraged this insight to nudge our audience to take ownership of being flood-ready.”

Splash managing director Jerome Lau added: “This is an important piece of work to ensure that as a nation, we can be resilient in the face of climate change. Splash is honoured to work with PUB to rally our community to be Flood-Wise together.”

With climate change driving more frequent and intense rainfall, PUB said initiatives such as this are key to ensuring Singaporeans stay informed, alert, and ready for flash floods wherever they may occur.

In 2024, PUB appointed Splash Productions to create the inaugural flood resilience campaign. This was where the campaign message of "Get flood-wise in a F.L.A.S.H." was first introduced to the public, with targeted outreach across various channels for commuters, motorists, homeowners and business-owners.

According to Splash, the campaign was a success, with a record 4.22 million in reach achieved during the campaign period and 100%++ spike in PUB Flood Alerts Telegram channel subscribers from 19,000 to 44,500.

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