Engine has partnered with Sunwater to launch its new major public safety campaign, ‘Live Dangerlessly.’
Unveiled this week, the campaign addresses trespassing and exclusion zone breaches at dams and weirs—one of the leading safety issues in regional Queensland.
Rather than using scare tactics, the campaign takes a fresh approach, using positive framing to make safety feel empowering rather than restrictive. It flips self-assurance into the very reason people choose safety: if you’re confident enough to back yourself, you’re confident enough to know when to stop and follow the warning signs.
Delivered with humour, swagger and a hair-metal soundtrack, the creative shows an everyday Queenslander making the smart call to “yeah nah” their way out of dangerous situations, complete with wrap-around sunnies, slow-mo, quick wit, explosions and a loud shirt.
“This is work designed to get noticed, talked about and ultimately effect behaviour change. It was an absolute joy working with a client group that trusted in us and our process from the pitch all the way through to final execution,” said Engine managing director Tim Weger.
Grounded in behavioural science, the campaign avoids normalising risk and instead makes safe choices feel aspirational and memorable. By framing safety as a power move, ‘Live Dangerlessly’ positions following the warning signs as the slickest decision you can make on or around the water.
“We wanted to break the mould of safety campaigns. ‘Live Dangerlessly’ doesn’t lecture or blend in—it grabs attention, sparks a smile and makes the message stick,” added Engine creative director Mike Fritz.
The integrated campaign includes BVOD, radio, outdoor and social, and will run across high-risk periods including spring, New Year and Easter.
It follows the success of Engine and Sunwater’s 2024 wet season preparedness campaign, which featured Australian professional rugby league footballer Tom Dearden and drove strong engagement across social media and safety app downloads.
