The Victorian Department of Justice is taking a new approach to highlighting the risks of alcohol consumption when in and around the water with a new campaign from Loud&Clear.
The campaign encourages Victorian men to stay safe around water by highlighting parts of their life they’ve worked hard for, but could lose, by drinking alcohol and then going for a swim.
The integrated campaign is targeted at men aged 25-39 and features online video, radio, digital and social media executions.
The 30-second online and radio ads feature a slightly intoxicated ‘Darren’ and his friends relaxing by a river in a typical camping setting. Darren mentions he might go for a swim, when his mates start calling ‘shotgun’ on (claiming) his prized possessions (Xbox, car, boat) if he drowns. The ad also outlines the importance of deterring your mates from drinking and swimming.
The Don’t Drink and Drown campaign forms part of the Victorian Government’s annual water safety program. Play it Safe by the Water is a community safety campaign that aims to increase safety around water in a bid to reduce the number of fatal and non-fatal drowning incidents in Victoria.
Client: Victorian Government Department of Justice:
Client Contacts: Romina Reale, Andrew Ellis
Agency Producer: Julie Rutherford
Creative Director: Joel Beath
Account Director: Sarah Mundine
Writer: Jordan Prosser & Sam Burns
Production House: Honey Commercial Films
Director: Chris Sferrazza
Producer: Jilly Howe
DoP: Edward Goldner
Editor/Post: Ryan Brett -Manimal Post
Sound Production: Alley
Engineer/Producer: Rodney Lowe
Audio Producer: Theresa Valka
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]