Royal Lifesaving WA launches 'Passwords with a Purpose' campaign via 303 MullenLowe, Perth

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40d04.jpg303 MullenLowe has changed the WIFI passwords in public pools across WA to encourage poolside parents to watch their children around water.

According to WA Lifeguards, there is a growing trend of parents watching their smartphones instead of their children. To add to this problem, more and more swimming centres now offer free WIFI to their guests. Royal Lifesaving WA gave 303 MullenLowe the challenge of encouraging families to refocus their attention away from their phones and back to their children's safety.

The agency's solution was to change the WIFI passwords to safety messages from the kids themselves. Passwords such as 'p00L_123', became messages such as: "you_are_my_lifeguard".

VIEW THE CASE STUDY
10666992_WatchAroundWater_A2_poster_LR_Page_1 (1).jpg"Drowning is the number one cause of preventable death for children under five in Western Australia," said Richard Berney, ECD, 303 MullenLowe, Perth. "By using WIFI passwords as the medium, we'll turn a distraction into a potentially lifesaving instruction."

Last year almost half of injuries recorded at public swimming pool facilities in Western Australia involved children under 14 years of age.

Lauren Nimmo, senior manager health promotion and research at the Royal Life Saving Society WA, said: "It only takes seconds for a child to drown, and any distraction - even if you're only checking your mobile phone for a moment - places them at risk. This campaign will help to educate parents, so they are more aware of their supervision 10666992_WatchAroundWater_A2_poster_LR_Page_3 (1).jpgresponsibilities while visiting public pools."

The Watch Around Water program has been promoting safe supervision messages at public swimming pools throughout Western Australia for over a decade.

This campaign will run at 126 community swimming pools in Western Australia throughout summer.

Client: Royal Lifesaving WA
Senior Manager - Health and Promotion: Lauren Nimmo
Agency: 303 MullenLowe (Perth)
Executive Creative Director: Richard Berney
Art Director: Scott Pritchett
Business Director: Mike Naylor
Business Managers: Jessica Bunney/Jenna Hardie
Photographer: Elizabeth Looker10666992_WatchAroundWater_A2_poster_LR_Page_4 (1).jpg 
10666992_WatchAroundWater_A2_poster_LR_Page_8 (1).jpg

2 Comments

Martin said:

Great idea. Simple. Like it!

Tim said:

Nice

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