B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • EssenceMediaCom
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Campaign: Royal Life Saving NSW launches #DontDrinkAndSink
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Campaign: Royal Life Saving NSW launches #DontDrinkAndSink
AdvertisingMedia

Campaign: Royal Life Saving NSW launches #DontDrinkAndSink

Danielle Long
Published on: 27th January 2015 at 10:22 AM
Danielle Long
Share
3 Min Read
SHARE

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.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Australian Open, Sphere PR, URBAN
Share
By Danielle Long
Follow:
Danielle Long is a writer/ editor and communications specialist with more than twelve years experience in the advertising and marketing industry. Following a decade-long career as a marketing journalist in the UK and Australia, writing for titles such as: AdNews, Campaign, New Media Age and Revolution, Danielle moved away from the daily grind of the news cycle to work as a freelance writer, content editor and PR consultant. Danielle is also work as a freelance PR consultant, specialising in B2B and trade marketing publicity for advertising, branding, digital and research agencies. She currently splits her time between freelance projects, PR clients and my role as Editor of Branded Arts Review, an online publication showcasing the world’s best branded entertainment.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?