In a new campaign warning Australians about the seriousness of drinking and water safety
The Victorian Department of Justice is taking a fresh 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.
Loud&Clear managing director, Cade Witnish said the agency wanted to avoid people tuning out from the campaign message, so chose to move away from shock tactics.
“We wanted to make a connection between our audience’s everyday lives and their holiday activities, without appearing too confronting. The campaign takes a similar approach to beer advertising. It features scenarios Aussie blokes can relate to and is aspirational in tone,” he said.
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.