Victorian Government launches a new approach to water safety in new campaign via Loud&Clear

DONT-DRINK-AND-DROWN.jpgThe Victorian Department of Justice is taking a new 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.

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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.
 
Agency: Loud&Clear
Client: Victorian Government Department of Justice:
Client Contacts:  Romina Reale, Andrew Ellis
Agency Producer: Julie Rutherford
Creative Director: Joel Beath
Account Director: Sarah Mundine
Writer: Jordan Posser
Production House:  Honey Commercial Films
Director: Chris Sferrazza
Producer: Jilly Howe
DoP: Edward Goldner
Editor/Post: Ryan Brett -Manimal Post
Sound Production: Alley
Engineer/Producer: Rodney Lowe
Audio Producer: Theresa Valka

2 Comments

p said:

Sound Production: Alley. Lol.

Nancy said:

What a depressing Nanny state we live in.
How many 'mates' die from drowning when pissed.
What a f&@$!:)@ over reaction this tripe is.
Um.. was the chubby bloke who currently appears in the AAMI commercials (and every other tvc as the Aussie every man ) not available for the pod shead swimmer role?

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