Royal Life Saving Australia launches drowning prevention campaign via 303MullenLowe Sydney

Royal Life Saving is today launching a campaign via 303MullenLowe Sydney, that will make people think twice about being distracted around water.

Filmed in a suburban backyard, viewers see two parents keeping half an eye on their son while they tend to other activities. The moment they turn away, the water shows its dark side; the moment they turn back, the water is instantly safe again.

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Says Richard Morgan, executive creative director, 303MullenLowe: “We want people to be acutely aware of the tragedy that can come from distractions. It’s great for families to enjoy the water together over summer, but the truth is, the moment you take your eyes off children, water can be fatal – it’s only safe while you’re watching.”

Every year, fatal and non-fatal drowning incidents occur across Australia.

Between 1 July 2002 and 30 June 2017, 461 children aged 0-4 years drowned in Australia. Of these, half occurred in home swimming pools.

In 100% of child drowning cases in home swimming pools, active adult supervision had either lapsed or was entirely absent.

Says Justin Scarr, CEO of Royal Life Saving Society Australia: “Backyard swimming pools are a big part of Australian life, but it only takes seconds to get distracted, and accidents can happen. We asked 303 MullenLowe to alert people to the importance of keeping watch of children around water.”

‘Keep Watch’ is now running on television, print and online.

Client: Royal Life Saving Society Australia

Sound: Nylon