Record number of deaths prompts water safety campaign created by LOUD

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, approached LOUD to create a water safety campaign.

The love of water is an expression of Austrailan Culture, however between Christmas and 8^th January, 21 people in NSW died in the water.  There was no common thread – there were many different activities and amongst the victims were people from all ages, gender, race and religions.

While water is associated with innocent fun and good times, people need to realise that wherever there is water, there is danger. 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 speciic target audiences about water safety were enhanced.

Wellison D’Assuncao, Creative Director LOUD, added: “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.”

LOUD team:

Gerry Cyron – Head of planning and innovation

Wellison D’Assuncao – Creative director

Carolyn  Diamond – Copywriter

Wellison D’Assuncao – Art Director

Lorraine Jokovic – CEO

Maria Squella – Account Manager

Steven Dubé – Head of production and studio

External Partners:

Radio production – 20Below

CALD Radio – I&G productions