To launch the integrated campaign, advertising agency 303Lowe has created a range of mock alcoholic mixer drinks called Sinkers. The Sinkers range includes Vodka & Sea Water, Gin & Pool Water, Rum & River Water and Bourbon & Lake Water.
The campaign is fronted by Pro Surfer Ellie Jean Coffey, Pro Skateboarder Corbin Harris, Actor Dan Ewing, and Channel 9 Journalist Erin Molan and is aimed at a GenY audience of 15-29 year olds.
The campaign begins with a series of videos promoting the “Sinkers” drinks, running across YouTube and Facebook. This will be supported by content, social media, outdoor, promotional activations and school education packs.
The campaign is running throughout summer in a bid to curb the number of alcohol-related drownings and accidents that occur each year in NSW.
Tony Dunseath, managing partner & CSD at 303Lowe said: “Young Aussies love the water in Summer; be it ocean, creeks or lakes. But when mixed with alcohol, the results can be tragic. Alcohol is a factor in 41% of fatal drownings in NSW among people aged 15-29. This equates to over 30 deaths a year – mostly male – in NSW alone that could be avoided. It can happen anywhere – swimming; surfing; boating; fishing; sailing; camping by the river or the backyard pool. The Sinkers campaign spreads a message among teens of not drinking and swimming this summer.”
Nick Cleaver, CEO at 303Lowe, said: “We hope this campaign might begin to make young people more conscious of the danger they place themselves in by drinking and swimming and if we achieve that hopefully we will save lives ”
Michael Ilinsky, a spokesperson from Royal Life Saving, said: “This summer we want everyone to enjoy our pools, beaches, rivers and lakes but we need to ensure that alcohol consumption is left to when aquatic activities have concluded. The Sinkers campaign is utilising a range of social media strategies together with high profile ambassadors to raise awareness amongst the 15-29 year olds who are traditionally hard to reach, so they know the dangers of mixing alcohol with aquatic activity.”