NRMA: Lightning Ridge Chapter 2

95% completion rate, CPV 3c



Brand Purpose

NRMA exist to keep people moving.


NRMA has been supporting Outback Links for over 5 years. Every year, NRMA team members are paid to travel into outback NSW to help farmers doing it tough. Proudly, 3rdspace has been telling the Outback Links story since the beginning. In 2024, it was time to return to Lightning Ridge. To see how the community was doing and tell the full story.


Lightning Ridge had seen a decade of drought, then flash flooding, then more drought. Most people would have given up. But that’s not a consideration here. Farms are passed down for generations. Resilience is a given. This community is built on a sense of community.

Content Mission
& Solution

Previous films about Lightning Ridge had focussed on a single farmer’s story. This time we wanted to capture the real sense of community. After all, working together to keep people moving is what NRMA do best. The result is the story of four resilient farmers and their families.


  • Hero film, cutdowns and stills.
  • All media driving to a dedicated landing page.


Campaign is currently live with updated results in mid May.

Activity performing better than benchmark – with completion rates a very high 95%+ and CPV 3c

3rdspace acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders past and present.
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