The Victorian Government Department of Justice and Community Safety (DJCS) has released a campaign highlighting the importance of water safety among men, via TBWA/Melbourne.
Titled, ‘The Unshakable Guy’ the campaign stars four inflatable multicultural ‘Unsinkable Guys’ across a variety of coastal and inland water activities, showcasing that no matter how confident you are, no-one is unsinkable.
The integrated campaign comes in response to statistics showing men represent four out of five drowning deaths in Victoria over the past 10 years.
https://www.youtube.com/watch?v=JPpSIlnO13o
With men aged 25-64-years-old being identified as a priority audience, ‘The Unsinkable Guy’ shows this demographic has proven to be less engaged in water safety messaging and advice, due to an overestimation of their own capabilities around water.
“The DJCS team have been fantastic to work with on this important community safety campaign,” said TBWA\Melbourne managing director, Ricci Meldrum.
“And working with inflatable talent certainly had its benefits – they weren’t so great taking direction, but always kept a smile on their face.”
The integrated campaign will run across TV, digital, social, radio and press, while ‘The Unsinkable Guy’ will also have a social presence of his own, documenting the (Mis)Adventures of Unsinkable Guy and his friends across Instagram and Facebook.
