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.