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.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]