Surf Life Saving Australia (SLSA) and independent creative agency Five by Five Global have launched the national campaign for Red & Yellow Day, a new annual day to recognise the volunteers who keep Australian beaches safe.
The launch of this new campaign comes at a critical moment, following a tragic slew of drownings along the NSW coast early in the new year that underscored just how urgently beach safety messaging needs to cut through. SLSA has recognised the need for a new, more engaging approach.
Red & Yellow Day was created to reinvigorate a vital safety message, swim between the flags, by rallying communities around the people behind the patrols and raising beach safety awareness.
To launch the campaign, a new 90-second launch film, has been developed by Five by Five Global and production partner, MIK, to help spread the word in the lead-up to the very first Red & Yellow Day on March 4.
The creative showcases the many ways schools, workplaces, surf life saving clubs and individuals across the country can show their support behind the day. From wearing the colours and flying the flags, to hosting fundraisers and getting their communities involved.
The ad also features Australian singer-songwriter Budjerah, alongside his re-recorded version of Jess Glynne’s ‘I’ll Be There’.
With coastal conditions changing quickly and more Australians heading to the water each summer, SLSA is encouraging everyone to remember important safety messaging: swim between the red and yellow flags.
With one month to go until the inaugural Red & Yellow Day, SLSA have invited businesses, schools, surf life saving clubs, communities, and members of the public to wear red or yellow, host a fundraiser, and proudly fly the flags, in support of the volunteer movement.
The campaign, developed collaboratively with Five by Five Global and partner agencies, has helped create Red & Yellow Day, including the national brand identity, creative platform, engagement plan, and launch assets designed to mobilise the nation around one simple message: When you back the lifesavers, you can help save lives too.
SLSA’s partners, including DHL, Qantas, Isuzu, Westpac and Yo-Chi, along with some of Australia’s biggest brands and the Australian Government, are also throwing their support behind the day, helping to amplify the campaign nationally and encouraging Australians to get involved through their own communities, workplaces and customer networks.
Brett Morgan senior brand marketing and communications manager at Surf Life Saving Australia said: “Red & Yellow Day is Australia’s chance to stand united behind the incredible volunteers who patrol our beaches and save lives every season. It’s a powerful reminder that swimming between the red and yellow flags is the smartest, safest choice—and a meaningful way for schools, workplaces, and communities nationwide to say a heartfelt thank you while supporting the vital work of Surf Life Saving.”
Mark Anderson managing director of Five by Five in Australia said: “Red & Yellow Day is designed to be more than a moment, it’s a national movement built on gratitude, community and action. We’re proud to partner with Surf Life Saving Australia and the wider group of agency collaborators to launch the very first Red & Yellow Day, and we’re calling on the creative and advertising industry to throw their support behind our friends in the red and yellow.”
