The new campaign from EnergyAustralia and Swim Australia coincides with SwimSAFER Week (25 November – 1 December). It aims to help educate all Australians about water safety and stop the growing number of drowning deaths.
The Works created the WaterHERO campaign, which will run across online, OOH screens, TV and radio.
The online video features a businessman wearing tight, bright green swim briefs on top of his full suit, walking with admiration from passersby.
Australians can visit the 'Become a WaterHERO' microsite to test their water-safety knowledge. Users who pass the test receive encouragement to wear their 'boardies, budgies or bikinis' over their clothes to demonstrate support.
“Water safety is a serious issue, but we wanted a device that would get Australians talking as well as encouraging them to see just how water-aware they are,” said Simon Brady, head of product and brand marketing at EnergyAustralia.
Drowning deaths of children under the age of five increased 48 per cent in Australia last year, while the number of overall fatalities rose 5 per cent to 291, according to EnergyAustralia, quoting Royal Life Saving (RLS) statistics.
Creative agency The Works
Creative partner Damian Pincus
Copywriter Nathan Bilton
Art director Will Clark
Creative project manager Erica Fowler
Media agency Mediacom