Royal Life Saving Society Australia launches national drowning prevention campaign
Royal Life Saving Society Australia has launched a national campaign designed to remind people of the dangers of complacency around backyard pools.
Royal Life Saving Society launches national drowning prevention campaign
The drowning prevention campaign aims to draw awareness to the country’s drowning incidents, which saw 461 children aged between 0 and 4 years drown between 2002 and 2017. The campaign highlights that in 100% of child drowning cases in home swimming pools adult supervision had either lapsed or was entirely absent.
The campaign, which was created by 303 MullenLowe, depicts a suburban backyard, where we see two parents keeping half an eye on their son while they tend to other activities. The moment they turn away, the water shows its dark side; the moment they turn back, the water is instantly safe again.
Royal Life Saving Society Australia CEO Justin Scarr, said, “Backyard swimming pools are a big part of Australian life, but it only takes seconds to get distracted, and accidents can happen.”
Richard Morgan, executive creative director at 303 MullenLowe, said, “We want people to be acutely aware of the tragedy that can come from distractions. It’s great for families to enjoy the water together over summer, but the truth is, the moment you take your eyes off children, water can be fatal – it’s only safe while you’re watching.”
The Keep Watch campaign is running on TV, print and online.
