The Campaign

By tapping into a cross-cultural insight that is familiar to all of our demographics, we created a powerful, yet simple creative idea that jolted people to change their behaviour. When people die in road accidents, it is part of our culture to grieve over them by placing crosses and flowers at the site where they died. As a passing driver or pedestrian, you can’t help but switch on your brain and slow down, taken by the loss of another human’s life. We borrowed from this cultural insight and applied it to drowning. For the first time in the history of water safety, crosses and floral wreaths marked and warned people about the danger of familiar waters. Underwater shrines would now mark the place of drownings, reminding our audience to BE WATER SAFE, NOT SORRY.

Creative Execution

A press conference by Troy Grant, Minister for Police launched our campaign. Together with 41 volunteers from NSW Surf Life Saving, Royal Life Saving and Marine Rescue NSW, they placed 41 wreathes on a single cross, symbolising the 41 lives lost last summer. Our modest $500k media budget and high temperatures that extended summer eliminated TV from our media. A mix of mass awareness mediums flexible enough to buy against demographics, geo-location, and cultural backgrounds was implemented. Newsprint created impact, affecting attitudes and behaviour before people's trip to the water. Digital film, social and radio allowed us to be micro targeted. People could join the conversation and spread our message. It also gave us the ability to dial up or down our campaign pending temperature changes, particularly when people bragged about a perfect summer location. The Campaign ran from the November 2017 to March 2018.

Results

Behaviours: Post-campaign research revealed that campaign exposure changed behaviour and attitude amongst young males when it came to swimming under the influence of alcohol or drugs. We saw an increase in the importance of looking after mates when swimming and 41% felt less likely to swim at unpatrolled beaches. Parents and their perceptions in leaving children unsupervised in or near water, even if they could swim, also changed. Achievements: During the acute drowning period of 25 December 2017 – 1 January 2018, 4 deaths vs 17 last summer. During the entire summer period we decreased the number of lives lost from 41 to 33. Royal Life Saving Society Australia confirmed that toddlers (aged 0-4) previously ranked in the top 3 victims have completely dropped off the top 3 ranking. 12% decrease of drowning fatalities. Below the 10-year average. And: 500,000+ video views 400,000+ social interactions Over 14 million media impressions

Direct is all about producing tangible results. There is no greater result in advertising then when a campaign save lives. "BE WATER SAFE, NOT SORRY" did exactly that in the state of New South Wales (NSW), Australia over the summer period of 2017–2018.

Data: The majority of NSW residents live on the coast or close to rivers. There's an estimated 300k swimming pools across the state. 71% of drowning incidents over the 2016-2017 summer were NOT international or interstate tourists. They lived less than 100km from where they drown. 66% of drowning fatalities occurred in major cities. 34% in regional areas. 85% of all deaths were located in moderately condensed geographical areas. Additionally, the majority of drowning fatalities of young children occurred at home. Our victims literally or figuratively drowned in their own backyard. Audience: Young males aged 21-35. Families with children aged 0-4. Culturally and linguistically diverse Aboriginal or Torres Strait Islander Approach: Perceived or actual familiarity, in or around water can be deadly. CTA: Young males: Watch out for mates, don't swim at unpatrolled beaches, drugs and alcohol don’t mix with water. Families: Always supervise children in or around water.