| Title | PASSWORDS WITH A PURPOSE |
| Brand | ROYAL LIFE SAVING WA |
| Product / Service | DROWNING PREVENTION |
| Category | C03. Ambient Use of Digital Technology |
| Entrant | 303 MULLENLOWE Perth, AUSTRALIA |
| Idea Creation | 303 MULLENLOWE Perth, AUSTRALIA |
| Media Placement | 303 MULLENLOWE Perth, AUSTRALIA |
| PR | 303 MULLENLOWE Perth, AUSTRALIA |
| Production | 303 MULLENLOWE Perth, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Richard Berney | 303 Mullen Lowe | Executive Creative Director |
| Scott Pritchett | 303 Mullen Lowe | Art Director |
| Elizabeth Looker | Liz Looker Photography | Photographer |
| Lauren Nimmo | Royal Life Saaving WA | Senior Manager, Health Promotion and Research |
We asked children to rewrite the WIFI passwords at local swimming centres, with each password encouraging parents to put down their phones and watch their children. The WIFI passwords were then put on posters around local swimming centres. Generic pool passwords such as 'aquatic_123' were replaced by messages such as 'you_are_my_lifeguard'.