The background
We were tasked to create an engaging ATL campaign designed to get young males to pay attention and prioritise water safety.
We enlisted the help of Angus Sampson, drawing on his childhood experiences as a nipper.
Via an integrated campaign across online, in-flight, TV and OOH, we invited Aussies to Stop. Look and Stay Alive.
The hero narrative was shot in a way that would not only capture attention, but make people think differently, with a call-to-action to download the new Beach Passport.
The nuts and bolts.
- Millions of media impressions across national outlets
- Coverage in publications such as The Sydney Morning Herald, The Australian, and Nine’s Wide World of Sports
- Significant engagement across social platforms, sparking conversations about beach safety and volunteering
