Following an unprecedented number of deaths from drowning over the last Christmas holidays, the NSW Office of Emergency Management, in partnership with Surf Life Saving NSW and Royal Lifesaving NSW, has created a water safety campaign with the help of independent creative agency LOUD.
The public information campaign developed by LOUD utilises print, radio, digital and social to raise awareness in the community of the measures people should take to avoid drowning.
The agency’s overarching idea housed lifesaving tips and turned passive recipients of communication messages into active participants.
It was also critical that the reach of existing strategies to educate the public and specific target audiences about water safety were enhanced.
Wellison D’Assuncao, creative director at LOUD, said: “With so many lives perishing over our hot summer months, we believe that the emotive nature of this campaign will resonate with people, reminding them to look out for one another and themselves in and around water.
“The campaign will have an impact over the last few hot months ahead of us, and hopefully it will help us witness less heartbreaking news footage of grieving families.”
Head of planning and innovation – Gerry Cyron
Creative director – Wellison D’Assuncao
Copywriter – Carolyn Diamond
Art director – Wellison D’Assuncao
CEO – Lorraine Jokovic
Account manager – Maria Squella
Head of production and studio – Steven Dubé
Radio production – 20Below
I&G production – CALD Radio
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