‘Kids Can’t Help Themselves’: Critical insight provides catalyst for New Royal Life Saving campaign via 303 MullenLowe, Perth

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‘Kids Can’t Help Themselves’: Critical insight provides catalyst for New Royal Life Saving campaign via 303 MullenLowe, Perth

303 MullenLowe Perth has created a powerful new national campaign on behalf of the Royal Life Saving Society (RLSS) to better educate parents on the risk of toddler drowning.


Called ‘Keep Watch’ the campaign leans into the insight that kids will always be kids, are often unpredictable, and just can’t help themselves, especially around water.

Launched in December 2020 to coincide with summer holidays the cross-channel, multi- platform campaign showcased the full range of relatable moments and behaviours our little ones constantly go through – from the ratbags, to bolters, to negotiators, all of which reinforce the need for parents to stay alert when their kids are around or playing in water.


Says Richard Berney, executive creative director at 303 MullenLowe Perth: “‘Keeping Watch’ may sound simple as a concept, but kids are not straightforward at all, and it’s not always as easy as it seems to keep them in your sights 100 per cent of the time. They are charming, tiny, and unpredictable. Each of them has honed their unique strategies for escaping parents, which can potentially open them up to serious risk around water. This is where we dived in. We got parents comparing notes and calling out the ways their own kids disappear – and most importantly, how they keep them safe.”

Lauren Nimmo, senior manager, Health Promotion & Research at RLSS WA echoed this sentiment: “Drowning is the leading cause of preventable death in toddlers in Australia and the reality is that kids are most at risk of drowning during those times when parents aren’t expecting them to be around the water. Whether it be a pool, paddling pool, fishpond or dam, it often only takes a few minutes for a curious child to find their way to water while adults are distracted. This campaign aimed to give parents a very important reminder – that kids can’t help themselves around water. It’s up to you!

“Raising awareness of simple water safety measures is in everyone’s best interest and 303 MullenLowe created a way to do this that tapped into an irrefutable truth about kids and in turn spoke loudly and clearly to parents across Australia.”

The timing of the campaign launch aligned with Australia’s peak holiday period, keeping the key message top of mind during a time when many Australians are pulling out paddling pools or enjoying time in the backyard pool with friends and family.

The campaign’s media strategy was planned and managed by MediaHub, launching nationally via TV, digital, social and the TRIBE influencer network.

The campaign will run over three consecutive summer periods up until 2023.

Client: Royal Life Saving Society
Royal Life Saving Society – Australia
National Manager, Marketing and Events – Monique Sharpe
National Manager, Research and Policy – Alison Mahony

Royal Life Saving Society Western Australia
Senior Manager, Health Promotion & Research: Lauren Nimmo
Keep Watch Program Coordinator: Rachel Murray

Agency: 303 MullenLowe Perth
Executive Creative Director: Richard Berney
Senior Writer: Maya Hallilovic
Art Director: Stephen Hansen
Designer and Animator: Andrew Allingham
Planning Director: Smiljka Dimitrijevic
Senior Business Manager: Eloise Cribb
Business Executive: Ashleigh Glenister
Producer: Johnathan Julius
Media Director: Kylie Macey
Media Executive: Meg Handley
Director: Richard Berney
Post-Production: Sandbox
Audio Production: Cue Sound